• Mrs. Sridevi
• Mrs. Deepa V
• Dr. T. Sarathy

Advances in the field of “Information Communication Technology (ICT)” have resulted in the development of new technologies, one of which is Over-The-Top technology, which was particularly useful during the Covid - 19 pandemic. This innovative technology enables the distribution of digital content and services at a minimal cost. The primary goal is to investigate the popularity of OTT services, as well as the factors that influence their adoption, usage, and long-term viability, as Indians continue to buy smartphones in the hundreds of millions. The issue was chosen because, with the growth of online platforms, there has been a significant movement in people, particularly youth, away from traditional television viewing. A sample size of 200 populations was chosen for the study. The objective's data was collected from UG and PG graduate students in and around Bangalore. The descriptive study is the sole foundation for the research investigation. OTTs are increasingly popular among not only youth, but also homemakers, working men, businessmen, and children. The content on these platforms strongly appeals to the public, resulting in increased demand and popularity. At the conclusion of the study, it was determined that online streaming services had an impact on the study group. Due to COVID-19 epidemic, there has been a surge in the use of OTT platforms. According to the findings, OTT services have a bright future in India, with both current and non-users intending to utilise them in the future.

Over-The-Top, Consumer, Lockdown, Pandemic

"OVER THE TOP (OTT) VIDEO STREAMING SERVICES AND IT’S IMPACT DURING COVID 19 PANDEMIC", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 5, page no.b596-b604, May-2022, Available :http://www.jetir.org/papers/JETIR2205183.pdf

"OVER THE TOP (OTT) VIDEO STREAMING SERVICES AND IT’S IMPACT DURING COVID 19 PANDEMIC", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 5, page no. ppb596-b604, May-2022, Available at : http://www.jetir.org/papers/JETIR2205183.pdf