An Analysis of viewers changing pattern from Traditional Television to Over-the-Top (OTT) platforms: A special reference to Dehradun region

Abstract With the speedy up gradation and advancement in technology and increasing internet facility, the consumption pattern of the consumers is also changing. With the incorporation of Over-the-Top platforms, the services of media in order to deliver the content has also changed. OTT platforms are such platform which gives freedoms to its consumers to watch the web series, movies and TV series according to their own choice and preference. With the modern advertising techniques used by OTT platforms such as first episode free, nominal subscription charges compared to the television, along with various benefits, a majority of shift has been seen towards OTT platform in comparison to TV. Also in comparison to TV the OTT platforms has less breaks and advertisement. Also the content in OTT platforms has given a great opportunity to Indian for better admittance to international content. This research paper aims to understand the factors that influences the viewers to change their consumption pattern from traditional TV to Over the Top platforms in Dehradun region.