THE EVOLVING WORLD OF INDIAN OTT PLATFORM’S MEDIA ECONOMY — THE COVID EFFECT

The life and lifestyle of the common people throughout the world changed without any notice within a span of just few weeks with the advent of the Covid – 19 pandemic. The term Covid -19 or commonly known as Corona Virus, which the people were totally unaware of till recently, have now became a part of our daily life. Our world is now confined within the four walls of our home, maintaining social distancing being the new norm of survival. With this situation there has arrived a total new dimension to the way how we used to consume our daily dose of entertainment. With movie halls and malls shut down and no new episodes of television shows being available on television on regular basis, more and more audience shift towards the OTT platform is taking place. Portability, feasibility and affordability has made it easier for the consumers to shift to the OTT Platform and incorporate it in their daily routine. The whole revenue earning model of mass media is facing a paradigm shift due to this
situation. This research article is an attempt to study the new evolving trends arriving in the
wide and highly competitive world of OTT platform in India, their media economy and the overall effect of Covid – 19 Pandemic on the OTT platform.

随着新冠疫情（Covid-19）的暴发，全球普通民众的生活与生活方式在短短数周内发生了猝不及防的巨变。新冠疫情（或俗称冠状病毒）在此前几乎未被大众熟知，如今却已然融入我们的日常生活。当下，全球民众的活动被局限于居家方寸之间，保持社交距离成为了生存的新准则。在此背景下，我们日常的娱乐消费模式迎来了全新的变革维度。随着影院与商场关停，电视常规播出的新剧集日渐匮乏，越来越多的观众群体正加速向OTT平台（Over The Top Platform）迁移。便携性、实用性与经济性的优势，让消费者更易接纳OTT平台并将其融入日常作息。在此形势下，大众传媒的整体盈利模式正因这一环境经历范式性转变。本研究论文旨在探究印度境内广阔且竞争激烈的OTT平台领域中涌现的新兴趋势、其媒体经济格局，以及新冠疫情对OTT平台产生的整体影响。