Pre and Post COVID-19 Sentiment Analysis of Consumers for OTT Platforms

Abstract

The entire media and entertainment industry are going through unprecedented changes in this age of digital disruption. The rise of the Over-The-Top (OTT) platform has transformed consumer experience and expectations. OTT players (Netflix, Amazon Prime Video, Hulu, Disney+, etc.) offer a wide array of diverse choices of content while enabling consumers to choose their content, watching time, and place independently. OTT platforms and digital media have already seen increasing popularity across locations and demographics. Adding to the momentum, due to the COVID-19 pandemic, social lives have shifted to online, people are restricted to their homes, so inclination towards OTT and digital media has accelerated significantly. Consumer behavior is undergoing profound change as the world adjusts to this new normal. This study aims to understand the changing consumer behavior towards the adaptation of the OTT platform during the COVID-19 pandemic.