A STUDY ON CONSUMER PREFERENCE TOWARDS OVER THE TOP (OTT) MEDIA SERVICE PLATFORMS IN SOUTH TAMILNADU

Abstract

Numerous modes of digital medium are now available for people to employ in their daily lives because of advancements in technology (Gupta & Singharia, 2021) .These technologies altered people's habits about purchasing, media consumption, and entertainment, among other things (Jorge Cruz-Cárdenas, 2021) . People once needed to go out and expend their time and energy on things like buying food, booking their transportation needs, watching movies, etc. However, the use of digital gadgets allowed users to access the earlier services at their doorsteps due to digital technologies. Additionally, lockdowns forced people and businesses to rely more on digital technologies for a wide range of activities (Mohd Javaid, 2021). Over The Top platform is one such technology that is transforming the entertainment industry in India. The purpose of this study is to determine why users utilise the platform, what issues they encounter, and how their demographics correspond to their individual preferences