Open AccessTo Analyze the Factors Responsible for the Shift in Viewing Patterns of Gen Y & Z from Traditional Modes of Entertainment to Online Streaming Platforms
Author(s) -
Neha Ujjwal
Publication year - 2021
Publication title -
international journal for research in applied science and engineering technology
Language(s) - English
Resource type - Journals
ISSN - 2321-9653
DOI - 10.22214/ijraset.2021.35422
Subject(s) - entertainment , visibility , advertising , population , internet privacy , computer science , multimedia , business , geography , sociology , political science , demography , meteorology , law
: The Viewing Patterns of General population has witnessed numerous changes over the years though television has been one of the most popular means for delivering entertainment to the public but now with the introduction of various Online Streaming Platforms and changing viewing patterns of Generations Y & Z there are huge growth prospects for all the competing Over-The-Top (OTT) Platforms as well. This Research is a novel attempt to understand the factors responsible for the shift in the viewing patterns of Gen Y & Z from traditional modes of entertainment to online streaming platforms. This study also highlighted that the brand awareness & visibility plays a vital role in influencing the decision of the consumers to choose amongst various available online streaming platforms. Although, the usage of traditional modes of entertainment has been declining, it would still be difficult to conclude that online streaming platforms will completely replace the traditional modes of entertainment in the Indian society in the near future.