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Shifting Discourse of Digital Entertainment in COVID-19: Investigating Revolutionary Consumeristic Strategies of OTT Platforms
Abstract
The advancement in Internet technology tremendously improves the quality of human lives, especially during and post Covid-19. Covid-19 has challenged all aspects of lives around the globe, and people avail everything by being at home, as the way consume media and entertainment has changed. The adversity of the pandemic impedes people in the four walls settings, propelling the OTT medium to reach rocket profit for its original and dynamic content, unlimited access and round-the-clock (24/7) service. The demand for quality content compels OTT platforms to devise novel strategies to attract consumers' demands in the competitive entertainment industry. This chapter investigates the revolution of OTT in the media and entertainment industry, its diverse contents, viewers' consumption patterns, freemium plans and revenue, the growth of OTT with the effect of Covid-19, and its comparison with conventional cinema to understand whether the OTT platforms supersede the most popular conventional medium of entertainment i.e., cinema theatre.
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