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2(2), (2023), 40-52. DOI: https://doi.org/10.46632/jdaai/2/2/4
Shradha Murthy, D.R. Pallavi, Sunil Shivam Kartha, Shyam Mittal
This empirical study tried to understand the effects of over-the-top (OTT) streaming platforms on the Indian film industry. The paper analyzes the impact of OTT on both users and technicians of the film industry, highlighting both positive and negative effects. The objective of the study is to explore the changes in the film industry because of the rise in OTT platforms. The methodology of the research involved sending a questionnaire to 100 individuals, which included both users and technicians of the Indian film industry. The sampling techniques used in the study were convenience sampling and snowball sampling. The data collected through the questionnaire was analyzed using statistical tools to get meaningful insights. The study found that the introduction of OTT platforms has led to a significant change in the Indian film industry. While it has provided a platform for small-budget films and new talent, it has also led to concerns about censorship and revenue loss for traditional distribution channels. The study also found that the viewing habits of users have changed, and they now prefer to consume content on their own terms, rather than following traditional schedules and methods. Overall, this study provides valuable insights into the effects of OTT platforms on the Indian film industry. The findings of this study can be used by industry to make informed decisions about the future of the film industry in the digital age
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Shradha Murthy, D.R. Pallavi, Sunil Shivam Kartha, Shyam Mittal “The Effects of OTT Platforms on the Indian Film Industry”, REST Journal on Data Analytics and Artificial Intelligence, 2(2), (2023): 40-52.