The Rise of OTT: A Dynamic Shift Towards Binge Watching, an Increase for On-Demand Entertainment

The Rise of OTT: A Dynamic Shift Towards Binge Watching, an Increase for On-Demand Entertainment

Pritesh Pradeep Somani, Ushmita Gupta, Vishwanathan Hariharan Iyer, Nitesh Behare, Rashmi Darshan Mahajan, Meenakshi Singh
Copyright: © 2024 |Pages: 19
DOI: 10.4018/979-8-3693-0116-6.ch012
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Abstract

This study examines the influence of the rise of over-the-top (OTT) platforms leading towards binge watching, thereby analyzing their effect on the health of an individual and the increased demand for on demand entertainment. Users now have uninterrupted access to all the content shown, majorly due to availability of high-speed internet and affordable subscriptions. The ability to watch entire seasons or series at once has led to many health issues in connection with binge-watching. The study further looks at how the development of OTT platforms has led to an increase in the production of original content. The study also examines the ill effects of binge watching on human health and further solutions are proposed towards reducing the influence of binge watching. The future of binge watching will be determined by examining the patterns of striking a balance between linear and on-demand models while embracing technological advancements to offer an immersive and customized viewing experience.
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1. Introduction

“Binge-watching is a guilty pleasure that we all indulge in. It's the ultimate form of relaxation and entertainment” – Anonymous

More the number of choices more is the confusion a person goes through and with lot to choose in hand leads to a different level of complexity and confusion. (Mehta,2022). Today we are living in world of instant. Today’s generation wants everything super quick be it their work or their entertainment they are spoilt by the ample availability of choices. Apart from the regular source of entertainment like watching serials on T.V., catching a movie in a multiplex, some series on YouTube slowly and steadily a new but vast source of entertainment is catching up especially among the young generation i.e., the Over the Top (OTT) platforms offering vast source of entertainment across different genres spreading from Comedy, Romance, Action, Dark to anything under the sky in the world of entertainment is being sold under the umbrella of O.T.T. The increase in demand for varied entertainment has given rise to different O.T.T. platforms offering wide variety of content but shortage of time and other work commitment among people has given rise to ‘Binge watching’ which is a new phenomenon for the Indian audience who are witnessing the O.T.T. boost for the very first time.

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