• Rejo Jesudas J
• Abirami H
• Dr. Deepika R

This research examines the aftermath of the shift in customer preference from traditional cinema experiences to Over-the-Top (OTT) platforms such as Netflix and Amazon Prime Video. The study aims to understand the impact on the theatre industry, the quality of content, the viewing experience, and the overall satisfaction of customers. The findings reveal that while OTT platforms have increased in popularity due to their convenience and accessibility, a significant number of people still prefer the unique and immersive experience of watching movies in theatre particularly for star-protagonist movies. The research highlights the need for the entertainment industry to adapt to the changing landscape, by offering unique experiences or exclusive content to attract audiences. In conclusion, while OTT platforms have certainly impacted the traditional cinema experience, they are not a complete replacement for the theatre industry, and both will continue to coexist.

OTT, Theatre, Movies, customer preferences

"A Study on Impact of Customer Preferences towards Experience between Over-the-Top vs Theatre", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 3, page no.d84-d95, March-2023, Available :http://www.jetir.org/papers/JETIR2303309.pdf

"A Study on Impact of Customer Preferences towards Experience between Over-the-Top vs Theatre", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 3, page no. ppd84-d95, March-2023, Available at : http://www.jetir.org/papers/JETIR2303309.pdf