ABSTRACT
With the growth of technology and the rise of digital age, the digital om-demand video streaming services are on a rapid rise in the recent years. With the Covid-19 pandemic and the subsequent lockdown, there has been an increase in the usage of OTT platforms among the Indian consumers. The study aimed to examine how the consumers are shifting from traditional television to OTT platforms and also to understand the various factors which is influencing the consumers to shift traditional TV to on-demand media platforms during the Covid-19 pandemic. The results showed the convenience, accessibility, price are some of the major cause of the shift from traditional television to OTT platforms. There has been a sharp rise in the usage of OTT platforms during the Covid-19 pandemic. Even when the lockdown was lifted, a new trend of work-from-home (WFH) was adopted by almost every companies and as the employees were working from home, this also contributed towards the rise of OTT platforms in India.
