ABSTRACT
Purpose: Subscribing to OTT (Over The Top) platforms and reading fictional or non-fictional books were two of the entertainment options examined in this study.
Design/Research Methodology/approach: A total of 351 college graduate students participated in the study, which was performed in Mumbai. We employed regression, ANOVA, independent t test, and mean test.
Findings: According to the findings, movie theatres posed as a stumbling block in the way of more OTT platform subscriptions. However, it did not encourage college graduates to read more fiction and nonfiction.
Research Implications: OTT services have yet to reach folks who do not attend movies in theatres. OTT platforms may use offline advertising methods such as promotion events in malls or on motorways during this time. Furthermore, OTT platforms have yet to offer ethnically cultural programmes that may appeal to a college graduate of this type.
Scope for future work / Research limitations: Only graduate students and a specified age range are included in the study. It is held in a city setting. Among the many options for amusement, the study chose only two. In the future, the study could be expanded by introducing more entertainment options. A post-pandemic investigation could yield a different conclusion.
Originality/value: According to a survey of the literature, no research have looked at whether youths have stopped going to the movies. As a result, this research will assist determine whether youths are more likely to migrate to OTT platforms and forego movie theatre trips completely.
Key Words: Fictional-non-fictional books, theatre, OTT Platform
Paper type: Research paper
REFERENCES
- Ahaskar, A. (2020). “Uptake of Audio Books and E-books Grows amid COVID-19 Pandemic”. Reteried from: https://www.livemint.com/industry/media/uptake-of-audiobooks-and-ebooks-grows-amid-covid-19-pandemic-11590509317854.html
- Chatterjee, M. and Pal, S. (2020). “Globalization Propelled Technology often ends up in its Micro-Localization: Cinema viewing in the time of OTT.” 12(1), 1-22. Reteried from: https://web.p.ebscohost.com/abstract?direct=true&profile=ehost&scope=site&authtype=crawler&jrnl=22495835&AN=145181122&h=V6WNICIpCnYaGDZri3NQBtjsOoyxh1yiAFxismHx4fjbs%2bI9Q0gNbJcJQo15PxtHPfyTKaQiDsBtYJlrf7IRlQ%3d%3d&crl=c&resultNs=AdminWebAuth&resultLocal=ErrCrlNotAuth&crlhashurl=login.aspx%3fdirect%3dtrue%26profile%3dehost%26scope%3dsite%26authtype%3dcrawler%26jrnl%3d22495835%26AN%3d145181122
- FICCI and EY report (2020), “The Era of Consumer A.R.T. India's Media and Entertainment Sector”, Reteried from: http://ficci.in/spdocument/23200/FICCI-EY-Report-media-and-entertainment-2020.pdf
- Gamecrate (2018), “Statistically, Video Games are now the most Popular and Profitable Form of Entertainment”. Reteried from: https://gamecrate.com/statistically-video-games-are-now-most-popular-and-profitable-form-entertainment/20087
- Jansen, A. (2019). “Increasing Leisure Reading among University Students Using E-readers with Audio”. College and Research Libraries, 80(3), 356-365. DOI: https://doi.org/10.5860/crl.80.3.356
- Järve, M. (2002).”Changes in Reading Culture in Estonia in 1990s.In International Writing and Reading Seminar, April 11th - 13th 2002”, Jyväskylä, Finland, 1-9. Reteried from: https://www.ies.ee/reading.doc
- Koravi, V.S. (2019). “Analysis of Various Effects of Web Series Streaming Online on Internet on Indian Youth.” International Journal for Research Under Literal Access. 2(1), 28-42. Reteried from: https://www.scribd.com/document/421224706/ANALYSIS-OF-VARIOUS-EFFECTS-OF-WEB-SERIE-pdf
- Levine, S. L., Cherrier, S., Holding, A. C., &Koestner, R. (2020).” For the Love of Reading: Recreational Reading reduces Psychological Distress in College Students and Autonomous Motivation is the Key”. Journal of American College Health, 1-7. Reteried from: https://www.acha.org/ACHA/Resources/Publications/Journal/ACHA/Resources/JACH.aspx
- Mathur, P. (2018). “Netflix Streaming in Indian Digital World”. Trinity Journal of Management, IT and Media, 9, 34-37.DOI: https://doi.org/10.48165/tjmitm.2018.0906
- Nielsen Book India Consumer Research Study (2020). “Coronavirus Impact: Nielsen Book India on Readers in the Pandemic”. Reteried from: https://publishingperspectives.com/2020/07/coronavirus-impact-india-publishing-industry-nielsen-book-impact-study-pandemic-covid19/
- Nielsen India Book Market Report (2015). “Indian book market to touch Rs 739 billion by 2020: Survey’. Retrieved from: https://economictimes.indiatimes.com/industry/media/entertainment/media/indian-book-market-to-touch-rs-739-billion-by-2020-survey/articleshow/49996781.cms
- Ormax Media Survey Report (2020). “Audiences miss theatres but will not go back immediately: Survey”. Reteried from: https://www.livemint.com/industry/media/audiences-miss-theatres-but-will-not-go-back-immediately-survey-11590392637685.html.
- Valecha, P. and Jaggi, R. (2020). “Understanding the Contextual Shift: Investigating the Influence of Physical Environment on Indian Millennials’ Usage of Second Screen for Television Consumption”. PRism, 16(1), 14-30. Reteried from: https://www.prismjournal.org/uploads/1/2/5/6/125661607/v16-no1-a2.pdf
- Verma, S. (2007). “What causes leaders to change: Choice, Chance or Crisis ? (Question posted by me on Linkedin). Retrieved from: https://nucoach.wordpress.com/2007/12/24/what-causes-leaders-to-change-choice-chance-or-crisis-question-posted-by-me-on-linkedin/
- Williams, A. (2014). The Accidental Book Club: Getting Older Teenagers to Engage with Leisure Reading without Really Meaning to. In IFLA World Library and Information Congress, 80th IFLA General Conference and Assembly, 16-22 August 2014, Lyon, France, 1-9.
Check for Updates
