2024, Vol. 5, Issue 2, Part A
Marketing strategies of OTT platform: An analysis of Indian OTT marketing
Author(s): Vinod Rao N and Rajeshwari R
Abstract: In India after agriculture, the entertainment industry stands as a prominent source of income for the major population. It may be any entertainment industry like drama, film, TV, radio, social media etc. Due to drastic advancement in technology and telecommunication, internet-based entertainment industries started getting more attention from the users. As a result, entertainment industry people started looking towards OTT platforms to satisfy the needs of entertainment users. Eventually COVID-19 Pandemic and key features of OTT such as multi user, multi-screen low subscription plans helped to poise its popularity. Currently half of the world is using the internet and according to DATAREPORTAL, as of April 2022, 47% of the Indian total population uses the internet, which shows the brighter future for online content.Publicity plays a significant role in any kind of product’s success. OTT also needs publicity to reach its desired goal in order to gain its revenue. In this background, the present study aims to analyze the strategies followed by the various OTT platforms, to know whether those strategies have reached the public and its impacts. To examine the above objectives, the researcher employed both qualitative and quantitative research methods. Under the qualitative method observation method is used. Under quantitative method surveys with structured questionnaires were distributed among active TV and social media users in and around Bangalore urban. OTT platforms would benefit from this study's understanding of the effectiveness and scope of their efforts.
DOI: 10.22271/27084450.2024.v5.i2a.87
Pages: 54-58 | Views: 178 | Downloads: 107
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How to cite this article:
Vinod Rao N and Rajeshwari R. Marketing strategies of OTT platform: An analysis of Indian OTT marketing. International Journal of Advanced Mass Communication and Journalism. 2024; 5(2): 54-58. DOI: 10.22271/27084450.2024.v5.i2a.87
