• Kapil Sachdev
• Dr. Prasann Jain
• Dr. Pooja Sharma

OTT stands for ‘Over The Top’ which refers to the Internet streaming service through which video along with audio and other media contents reach to the audience by subscription but without the use of cable system. When it comes to the most happening mode of entertainment, which is available through the most convenient package and mode, OTT is the obvious answer. OTT is entirely different from satellite TV and broadcast TV. The concept of stay-at-home based entertainment trend has been the buzzword. It is beyond the gamut of entertainment. The current study explores the influence of content and convenience on consumer behaviour towards adoption of Over-The-Top streaming services in Bhopal.

OTT, Contents, Convenience, Entertainment, Media

"A study on impact of Content and Convenience on Consumer Behaviour towards adoption of Over-The-Top streaming services ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 7, page no.d305-d314, July-2023, Available :http://www.jetir.org/papers/JETIR2307339.pdf

"A study on impact of Content and Convenience on Consumer Behaviour towards adoption of Over-The-Top streaming services ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 7, page no. ppd305-d314, July-2023, Available at : http://www.jetir.org/papers/JETIR2307339.pdf