THE EVOLVING WORLD OF INDIAN OTT PLATFORM’S MEDIA ECONOMY — THE COVID EFFECT
Description
The life and lifestyle of the common people throughout the world changed without any notice within a span of just few weeks with the advent of the Covid – 19 pandemic. The term Covid -19 or commonly known as Corona Virus, which the people were totally unaware of till recently, have now became a part of our daily life. Our world is now confined within the four walls of our home, maintaining social distancing being the new norm of survival. With this situation there has arrived a total new dimension to the way how we used to consume our daily dose of entertainment. With movie halls and malls shut down and no new episodes of television shows being available on television on regular basis, more and more audience shift towards the OTT platform is taking place. Portability, feasibility and affordability has made it easier for the consumers to shift to the OTT Platform and incorporate it in their daily routine. The whole revenue earning model of mass media is facing a paradigm shift due to this situation. This research article is an attempt to study the new evolving trends arriving in the wide and highly competitive world of OTT platform in India, their media economy and the overall effect of Covid – 19 Pandemic on the OTT platform.