DIGITAL DIFFUSION: An Analysis of Adoption and Usage of OTT Platforms among Youngsters

Name of Author : Dr. S Nandakumar, S Balamurali Krishna

Abstract: Digitalization has been evolving rapidly for the past many years. The advancement of digital media technology revolution is changing the contemporary media world. In India, there are more than three dozen of Over-The-Top (OTT) platforms provide online media services, which streaming original media content over the internet. (https://selectra.in). The blooming of new digital platform OTT (Over-the-top) is an outbreak of culture change instead of watching movies in theatres. The COVID – 19 pandemic immensely increases the viewership of films and video contents in online streaming. It is estimated that the OTT platforms will generate revenue by 4.8 times to more than Rs. 4000 crore in the Financial Year 2022 (https://selectra.in). The study focuses on the adaption and usage of trends and experience of audience dependence on OTT platform and understanding the sense of culture change among masses. The quantitative survey was conducted among youth.

Keywords : OTT, Adaption, Usage, Digital Diffusion

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