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The Rise of OTT: A Dynamic Shift Towards Binge Watching, an Increase for On-Demand Entertainment
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Author(s): Pritesh Pradeep Somani (Balaji Institute of International Business, Sri Balaji University, Pune, India), Ushmita Gupta (Balaji Institute of International Business, Sri Balaji University, Pune, India), Vishwanathan Hariharan Iyer (Balaji Institute of International Business, Sri Balaji University, Pune, India), Nitesh Behare (Balaji Institute of International Business, Sri Balaji University, Pune, India), Rashmi Darshan Mahajan (Balaji Institute of International Business, Sri Balaji University, Pune, India)and Meenakshi Singh (Balaji Institute of International Business, Sri Balaji University, Pune, India)
Copyright: 2024
Pages: 19
Source title:
The Rise of Over-the-Top (OTT) Media and Implications for Media Consumption and Production
Source Author(s)/Editor(s): Nithin Kalorth (Mahindra University, India)
DOI: 10.4018/979-8-3693-0116-6.ch012
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Abstract
This study examines the influence of the rise of over-the-top (OTT) platforms leading towards binge watching, thereby analyzing their effect on the health of an individual and the increased demand for on demand entertainment. Users now have uninterrupted access to all the content shown, majorly due to availability of high-speed internet and affordable subscriptions. The ability to watch entire seasons or series at once has led to many health issues in connection with binge-watching. The study further looks at how the development of OTT platforms has led to an increase in the production of original content. The study also examines the ill effects of binge watching on human health and further solutions are proposed towards reducing the influence of binge watching. The future of binge watching will be determined by examining the patterns of striking a balance between linear and on-demand models while embracing technological advancements to offer an immersive and customized viewing experience.
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