• Dr.I.Chitrakala
• Dr. Venkatesh R
• Ms. Nagarathinam A

OTT (over-the-top) is a means of providing television and film content over the internet at the request and to suit the requirements of the individual consumer. The term itself stands for “over-the-top”, which implies that a content provider is going over the top of existing internet services. India is the world's fastest-growing market for streaming platforms, also known as overthe-top or OTT service providers, according to a recent report by PwC. With an annual growth rate of 28.6 percent, it is expected to become the sixth-largest market by 2024, ahead of South Korea, Germany, and Australia. There were about 40 OTT platforms in India in 2020, most of them in regional languages, according to another report by the National Association of Software and Service Companies. Within the end of 2023, the market size will be $5 billion, a Boston Consulting Group report predicts. The online streaming audience expanded beyond millennials. As metros, homemakers and senior citizens became OTT viewers, it led to a mushrooming of regional streaming applocations that cater to non-Hindi and non-English markets. With the extended lockdowns and the current state of the economy, OTT seems to be the next normal platform for the world of entertainment. For months now, films have been bearing the brunt of theaters which partially opened and then closed again due to the second wave. As the lights are going out on live events, shoots and movie premiers, the only silver lining amidst all this is the rise of the popularity of OTT.

Consumer Buying Behavior, Over the top, internet

"A study on “Consumers perception towards over the top platforms with special reference to Coimbatore city”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 12, page no.g592-g598, December-2023, Available :http://www.jetir.org/papers/JETIR2312668.pdf

"A study on “Consumers perception towards over the top platforms with special reference to Coimbatore city”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 12, page no. ppg592-g598, December-2023, Available at : http://www.jetir.org/papers/JETIR2312668.pdf