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Behavioral shift of generation x towards OTT during covid’19 in India

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Over-the-top (OTT) services such as Netflix, Prime Video, Disney+ Hotstar, Zee5, etc., have changed consumers' content consumption behavior. Globalization and Digitalization have encouraged consumers to have limitless access to the Internet for information, leisure, entertainment, and social interconnectedness. The increase in the availability of high-speed Internet, the latest smartphones, and breakthroughs in technology have created great opportunities for the OTT sector, with people preferring to consume content on-the-go digitally rather than traditional media services, such as cable television. The Covid'19 pandemic has seen an increase in viewership’s and subscriptions towards these streaming platforms, with people of different age groups adapting to changing viewership trends. This study aims to understand Generation X's behavioral shift (Age 41 to 55) towards OTT during Covid'19 in India. The literature review talks about the Generation X cohort of consumers, their behavioral habits, and attitudes towards technology. It also discusses the changing trends of online content consumption and how Covid'19 has created a spark in viewership’s towards India's online media services. The research study aims to perform explanatory research to establish a relationship between the increase in consumption and subscriptions of OTT services in India by Generation X and the impact of Covid'19 on the same. Data will be collected from consumer’s age amongst 41 to 55 in India via survey questionnaires, and linear regression tests will be performed to test the hypotheses and establish a correlation between the dependent and independent variables.


Saatvik Sridhar, Pushkar Phadtare. Behavioral shift of generation x towards OTT during covid’19 in India . Cardiometry; Issue 22; May 2022; p.176-184; DOI: 10.18137/cardiometry.2022.22.176184; Available from:

Ключевые слова

Over the Top (OTT),  Generation X,  COVID-19,  Coronavirus,  Impact of Covid,  Shift towards OTT,  Online content consumption
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