AN ANALYSIS OF CONSUMER PERCEPTION ON OTT PLATFORMS IN CHENNAI CITY

This research tries to study the rise of OTT platforms during the pandemic. It is a well-established fact that OTTs have seen a boom in their market since their launch whereas these platforms have seen an upward curve even in the pandemic period. It was found that many weren’t aware of OTT platforms like Netflix, Amazon prime, Disney Hotstar etc., but became regular users after the pandemic period. It is true that it is one of the best mode of passing time in the lockdown where serious curfews were imposed, many found it difficult to stop their usage in these platforms as it sort of became an addiction to watch series, movies and animes in these platforms, even after the situation returned back to normal. There are even some physical and psychological impacts of these platforms which are discussed in the research. From the age of 12-65 there are users of these platforms indicating that wider age group of people are using these platforms. The experiences of users are collected via sample’s preferences and further suggestions to increase its development are listed based on the user’s opinion. At the outset, various positive and negative aspects are compared and a conclusion is deduced whether OTT platform is a boon or a bane.