A Study on the Preferences of Youth and Middle-Aged Consumers towards Movie Theatres and OTT Platforms after Covid-19 in Bhopal | Original Article

ABSTRACT:

ABSTRACT

The Covid-19 pandemic has changed the way the Indians consumer consume entertainment. While previously cinema theatres were synonyms to hangout places and movies nowadays consumers are more interested in staying in and use OTT platforms for entertainment. For more than a year now, the pandemic has caused consumers to stay indoors and hence search for more adaptive ways of entertainment. This has naturally propelled the rise of the OTT platforms. This study tries to evaluate the preferences of youth and middle-aged consumers towards movie theatres and OTT platforms after Covid-19 in Bhopal. COVID-19 had put a stop to filming, pushed back release dates, and had not spared the Indian film industry. OTT, on the other hand, came to the rescue. Prior to the pandemic, India's film industry was a major contributor to the country's economy. The last ten years (2010-2019) have been nothing short of spectacular. With a 25.53 percent increase in box office earnings in 2019, 2019 was a strong year for movies. However, the current situation has raised numerous worries regarding the present and future of India's vast film industry. Consumers are returning to movie theatres, although at a lower frequency than before Covid, according to the survey.