A Comparative Analysis of Consumer Behaviour in OTT (Over-The-Top) Streaming Services and Traditional Cinema

Abstract

This paper conducts a comparative analysis of consumer behavior between ott (over-the-top) streaming services and traditional cinema, exploring the shifting dynamics of entertainment consumption in the digital age. As platforms like netflix and amazon prime video gain prominence alongside traditional cinema venues, understanding the differences in consumer preferences and engagement becomes increasingly relevant. Through an in-depth examination of various factors such as convenience, accessibility, cost-effectiveness, and personalized viewing experiences, this study investigates why audiences gravitate towards ott platforms over traditional cinemas. Additionally, it assesses the impact of these changing consumer behaviors on the traditional film industry, analyzing implications for audience demographics, viewing habits, and market trends.