Analysing the Multifaceted Influence of OTT Platforms on Movie Theatres: A Comparative Study on Viewers' Perception.

Gundeti, Sandeep; Bhatnagar, Deepali

OTT services such as Netflix and Amazon Prime are revolutionising the way movies are watched by giving consumers a cheap and convenient way of watching movies through streaming. However, their growth is a potential menace to conventional theatrical distribution. Through a mixed-method approach, this study aims to explore the various effects of OTT services on movie theatres from the consumers' standpoint. From the 500 viewers across Maharashtra (a state in the western peninsular region of India), surveys and focus groups were conducted on consumption behaviours, consumption preferences, price elasticity, and comparing the factors of success between OTT and theatres. Results indicated that urban youth are more likely to be attracted to OTT due to factors that include cost, convenience, and content differentiation. However, theatres are still distinct by the ability to provide a better image quality, social experience, and access to some exclusive content. Multiple regression analysis showed that the factors that most influenced platform choice were income level and convenience. The qualitative data also described the impact of OTT on theatrical perception and attendance, as they have enhanced overall movie consumption. Therefore, rather than being just an alternative, OTT has become the "new normal". It is suggested that cooperation is a better option compared to the competition between the channels. It could have been useful to compare consumer behaviour in other countries to establish differences.

CONSUMER behavior; CONSUMPTION (Economics); ELASTICITY (Economics); URBAN youth; MULTIPLE regression analysis

Journal of African Film & Diaspora Studies (JAFDIS), 2024, Vol 7, Issue 4, p107

2516-2705

Academic Journal

10.31920/2516-2713/2024/7n4a6