A Comparative Analysis Of The Utilization Of Over-The-Top Platforms Among College Students In Coimbatore Before And After The COVID-19 Epidemic.

Abstract

Web series have emerged as a popular alternative to traditional television, becoming a key part of India’s rapidly expanding entertainment industry. Subscription-based e-commerce platforms like Disney+ Hotstar, Amazon Prime, Netflix, and Sun NXT have played a pivotal role in boosting web series production across the country. However, the creative freedom afforded by these OTT platforms has sparked debates over their impact on traditional Indian cultural values. Notably, young adults are the primary audience for this content, and the variety of genres offered on over-the-top platforms both educates and potentially negatively influences this demographic. Online material consumption was already high before the COVID-19 epidemic, but it was much higher during the lockdowns. When it comes to watching films and web series on over-the-top platforms, there has been a significant uptick. This study aims to explore the rising curiosity and subscription rates for OTT platforms, comparing data from 2020 and 2023. Using a mixed-method approach, including quantitative and qualitative analyses, and incorporating secondary data from the three years (2020-2023), the research provides a comprehensive view of this trend. The findings highlight a significant growth in OTT subscriptions and the positive impact of literacy-related content on young adults in the Coimbatore district of Tamil Nadu, India.