A Study on OTT Content Versus Theatrical Released Cinema Preferences Among the Urban Population of Guwahati

Abstract

In the year 2020 when the world was going through a period of lockdown due to Covid_19 and the shooting came to a halt, cinema halls were shut and film releases were suspended. It was then internet managed to create a new viewing experience where the mode of entertainment drastically shifted to the small screens known as Over the top streaming platforms where the user could be customized according to their taste and preferences. Also, this changed the way we will be viewing and this has created greatest fear for cinema hall owners. OTT is widely popular for its, fresh, latest content, good storyline, plot and focuses on the quality of work rather than depending on commercial success. The objective of this research is to find out whether over-the-top channels had created an impact on the urban population of Guwahati, Assam in comparison to other film viewing channels and theatres. This study tries to investigate if OTT has taken over the films on the basis of cost, content, characterization, and accessibility catered to its respective audience in the city. Many viewers are against the idea of censorship in Ott which is considered to be one of the major reasons for its increased viewership. In this research, the researcher tries to find out whether the preferences of the viewers are diverting towards OTT content or it remains with commercial cinema released in theatres.