Author(s) :

Dr.Vineeth Mathew.

Volume/Issue :

Abstract :

ABSRACT The COVID-19 pandemic has transformed the digital media and entertainment scenario and significantly accelerating the growth of Over-the-Top (OTT) platforms worldwide. Lockdown and social distancing due the pandemic restricted audiences to their homes and traditional film viewing habits changed towards digital platforms. The study analyses the impact of covid pandemic on the growth of OTT platforms in Kerala, a southern state in India, highlighting an increase in subscribers, content consumption, and the evolution of user preferences. The Covid pandemic has escalated the growth of OTT platforms due to changes in buyer behavior, including accelerated demand for remote work and entertainment, as well as changes in government regulations and policies. Covid-19 pandemic has had a considerable impact on the growth and popularity of OTT platforms and these platforms will continue to play a major role in the future of media and entertainment. The study examines the impact of the COVID-19 pandemic on the growth of major OTT platforms in Kerala and research employs both quantitative and qualitative methods to analyse the change in consumption patterns, buyer preferences, and factors favours during the pandemic period.

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