Date of Award
Master of Arts (MA)
Communication | Social and Behavioral Sciences
Despite having multiple platforms on both TV and OTT the motives behind the choice of video entertainment of young adults of India were unknown. There are many studies that talk about cord cutting internationally but very few focus on Indian audiences. Building upon the popularity of OTT and viewing it with diffusion of Innovation and Uses & Gratifications the present study aimed to understand the motives and preferences of young adults for video entertainment. It also aimed to know the differences in the choices and reason behind those choices of participants before and after the release of Indian content on Netflix and Amazon Prime. In depth interviews of 18 participants were taken in 2018 (before Netflix released Indian content) and in 2020 (after the release of Indian content on Netflix). It was found that major number of young adults were slowly shifting towards OTT in 2018 and after the release of Sacred Games and Mirzapur OTT became the only source of entertainment for young adults. The major reasons that came up for choosing OTT over TV were content of the show, length of the show, censorship and advancement in technology.
Keywords: Diffusion of innovation, Uses and gratification, web channels, web series of India, Sacred Games, Mirzapur, Netflix, Amazon Prime, TV and web.
Rao, Honey, "Impact of OTT Giants Onn Video Entertainment Preferences of Indian Young Adults: A Before and After Study" (2021). Theses - ALL. 540.