OTT Platforms and
their prevalence in
adolescents
Index
Sl. no.
Topic
1.
Acknowledgement
2.
Statement of purpose
3.
Student Planner
4.
Report
5.
Reflection
6.
Evidences
7.
Rubrics
9.
Marking
10.
Bibliography
Page No.
Acknowledgement
I would like to thank our teacher Ms.Ammu Maria Ashok for giving us the
opportunity to do this project on the topic “OTT platforms and their prevalence in
adolescents”.
I would also like to thank each of our group members for their hard work and
efforts in completing this project.
Last but not the least we would like to thank our families and friends and all those
who have helped us to complete this project.
Statement of Purpose
Driving Question
In this project, me and my team members are going to analyze the measures,
definitions, developments, significance and pros/cons of the OTT platforms that
exist in the general world. This will be done through a series of surveys, forms,
statistics, and articles with the help of various websites.
Objectives of the Project
- To Identify the meaning and significance of OTT platforms.
- To enrich knowledge about the boons and banes of this platform.
- To analyze in depth, the modernization of OTT platforms.
- To compare the situation of OTT platforms in the past vs OTT platforms in
this present age.
- To understand the importance of OTT platforms in the 21st Century and how
this would benefit the future.
Student Planner
Topic:
OTT Platforms
Table 1: Outlining the process of the project
Who?
Members of group:
1. Aisha Masood
2. Varleen Kaur
3. Ayesha Mohammed
4. Fathimatul Rana
5. Manna Mariam
What?
Understanding the impact and effect of OTT platforms.
Where?
In the neighborhood.
When?
During the month of November.
Why?
To investigate the meaning and significance of OTT platforms
and to find the benefits and drawbacks of the corresponding.
How?
Ways adopted to make this project possible:
1. Surveys using google forms.
2. Websites using browsers like google, firefox and brave.
3. Statistics using several guides and articles.
4. External sources like textual interviews and personal
communication.
Table 2: ALL TASKS THAT NEED TO BE DONE TO COMPLETE THE
PROJECT….
Total Duration: From the month of November.
Tasks
Time Required
1. Making the survey
3 days
2. Assigning tasks and making
rough drafts
2 days
3. Analyzing the rough drafts and
creating a final copy
4 days
4. Receiving final copies from all
the members
5 days
5. Survey Analysis
5 days
6. Compilation of final copies
2 days
APPROXIMATE TIME TAKEN
TO COMPLETE THIS PROJECT
21 days
Table 3: ANTICIPATED CHALLENGES IN COMPLETING THE
TASKS…
Task number
Anticipated Challenges
Possible Solutions
1.
Deficient number of
responses for survey.
Sending the survey to the same
personnel to increase response
rate.
2.
Lack of resources.
Depending upon external sources
such as guides, textbooks and
other mediums of knowledge.
Task
Steps
needed to
achieve
this task
How will
What
you do this resources
task?
will you
need to do
this?
Whose
Deadlines
responsibili
ty is this
task?
Significanc
e of OTT
platforms
Research
Through
Research
Internet
Varleen
5/12/2022
OTT
Platforms:
Boon or
Bane
Research
Through
Research
Internet
Varleen
5/12/2022
Uses of
OTT
Research
Through
Research
Internet
Varleen
5/12/2022
Two Sides
of OTT
Research
Through
Research
Internet
Aisha
5/12/2022
Traditional
OTT or
Modern
OTT
Research
Through
Research
Internet
Rana
5/12/2022
The world
of
Tomorrow
Research
Through
Research
Internet
Ayesha
5/12/2022
Top 15
OTT
platforms
Research
Through
Research
Internet
Rana
5/12/2022
OTT
platforms
and its
eminence
in young
adolescenc
e
Research
Through
Research
Internet
Manna
5/12/2022
Compiling
of the
project
Google
Docs
With the
Google
help of
docs
google docs
Manna
5/12/2022
Survey
Creation
Google
Forms
With the
help of
Google
forms
Manna
5/12/2022
Google
forms
Abstract
Background:
The way we consume videos has undergone massive changes. Now we have
multiple OTT platforms such as Netflix, Amazon Prime Video, and Disney+ to
stream TV shows and movies online. With an overabundance of information and
multiple criteria to compare various OTT platforms, it has become increasingly
difficult for users to find the best fit for their tastes.
Through this study, we investigated different OTT platform data sets to provide
users with insights into each platform to determine which services to subscribe to.
Amongst multiple factors affecting online streaming subscriptions, we mainly
analyzed age, genre, and genome-tags using Spark and Hive.
We have discovered that there are many similarities between Netflix and Amazon
Prime Videos. They had similar distribution of tags and genres. The distinguishable
factor between the two platforms was the age group. Netflix had TV-MA films the
most while Amazon Prime Video had TV-PG films the most. Disney+ was,
undoubtedly, best suitable for animations. Each OTT platform had its own distinct
characteristics.
Method:
The method used in this project is a survey that our group has made on the same topic,
and through research using the internet in accessing data and analytics, articles, reports
etc on the topic.
The survey consists of 10 questions of both objective and descriptive types.
OTT PLATFFORMS
An over-the-top (OTT) media service is a media service offered directly to
viewers via the Internet. OTT bypasses cable, broadcast, and satellite television
platforms: the types of companies that traditionally act as controllers or distributors
of such content. It has also been used to describe no-carrier cellphones, for which
all communications are charged as data, avoiding monopolistic competition, or
apps for phones that transmit data in this manner, including both those that replace
other call methods and those that update software.
The term is most synonymous with subscription-based video on demand (SVoD)
services that offer access to film and television content (including existing series
acquired from other producers, as well as original content produced specifically for
the service).
OTT also encompasses a wave of "skinny" television services that offer access to
live streams of linear specialty channels, similar to a traditional satellite or cable
TV provider, but streamed over the public Internet, rather than a closed, private
network with proprietary equipment such as set-top boxes.
Over-the-top services are typically accessed via websites on personal computers, as
well as via apps on mobile devices (such as smartphones and tablets), digital media
players (including video game consoles), or televisions with integrated Smart TV
platforms.
Types of OTT
OTT television, usually called online television, Internet television or streaming
television, remains the most popular OTT content. This signal is received over the
Internet or through a cell phone network, as opposed to receiving the television
signal from a terrestrial broadcast or satellite. The video distributor controls access
through an app, a separate OTT dongle, or a box connected to a phone, PC, or
smart television set. By mid-2017, 58 percent of US households would access one
in a given month, and advertising revenues from OTT channels exceeded those
from web browser plug-ins.[19]
The record of simultaneous users watching an OTT event was set at 18.6 million
by Disney's Indian video streaming platform Hotstar.
OTT messaging is defined as instant messaging services or online chat provided
by third parties, as an alternative to text messaging services provided by a mobile
network operator.An example is the Facebook-owned mobile application
WhatsApp, that serves to replace text messaging on Internet connected
smartphones.] Other providers of OTT messaging include Viber, WeChat,
iMessage, Skype, Telegram and the now defunct Google Allo.
OTT voice calling, usually called VoIP, capabilities, for instance, as provided by
FaceTime, Skype, Viber, WhatsApp, WeChat, and Zoom use open internet
communication protocols to replace and sometimes enhance existing operator
controlled services offered by mobile phone operators.
Over-the-top (OTT) refers to the method of sending content over a high-speed
Internet connection, instead of the content being shared by traditional distributors
such as broadcasters, cable and IPTV operators.
OTT content is, in most cases, film or TV content which is watched on a phone,
laptop, tablet or connected TV. Another example of OTT content is music that is
streamed directly to a consumer’s smart speaker, phone or computer over the
Internet.
The amount of people watching OTT content is on the rise. Research from Effectv
indicates that in the past two years, OTT usage has increased 81%. During this
time, OTT subscription services and applications have been quickly springing up,
providing easy access to the entertainment people want, on the device they want to
watch it on.
Recent OTT service launches include Disney+, NBC’s Peacock, BritBox and HBO
Max, which are now competing for your eyeballs against the more established
OTT services such as Netflix and Amazon’s Prime Video.
The term ‘OTT’ implies that the content from an OTT provider is only delivered to
the consumer directly over an Internet connection. However, in practice many
services that are labelled ‘OTT’, such as Netflix or Disney+ are bundled into a
single subscription from a service provider and are presented to the viewer as an
integrated mix of content.
Significance of OTT platform
If you’re familiar with the Amazon Fire Stick, Apple TV, Netflix, Hulu, and
SlingTV, then you probably already have a rough idea of What OTT is. Many TV
consumers are gradually shifting from normal broadcasting to OTT. With this
transition seemingly inevitable, most media companies are openly embracing the
change. But what is OTT? In this piece, we’ll comprehensively talk about OTT
starting with its definition and its growing importance in the TV industry. We’ll
also highlight some of the challenges media companies face in integrating OTT
into their strategies.
What Is OTT?
The acronym OTT stands for Over-the-Top. This convenient little term explains
the new delivery method of film and TV content over the internet whenever we
want, across many different devices, without the need for traditional broadcast,
cable or satellite pay-TV providers. In simple terms, OTT streaming means paying
an internet provider, like Xfinity, for internet access to watch Netflix, without
paying for cable TV.
Most OTT companies make money through periodic subscriptions. Some
companies, however, offer free OTT services with in-app advertisements or
purchases. Most OTT companies make money through periodic subscriptions.
Some companies, however, offer free OTT services with in-app advertisements or
purchases. Some great OTT examples include Netflix, HBO TV, Hulu, to name a
few.
OTT platform : boon or bane
OTT platforms are very nice if we see from another perspective; many junior
artists and other people are getting directions for their career and further more
things. It also has many inspirational things and award winning shows, movies and
series. The main thing which should be focused is the content’, which should be
worth watching. A proper check should be there so that nothing would be
offensive. If we emphasize more on content work it will make our youth’s mind-set
focused, determined, and will give them positivity which will make them walk on
the right path.
Theatrical releases have always been controversies regarding their content; they
were pointed out due to inappropriate scenes, hurting religious sentiments, but for
these types of theatrical releases CBFC i.e. The Central Board of Film Certification
deals with all of it. But what about OTT platforms! OTT platforms on the other
hand have no such board or legislation or body, regulating them; except by the
MEITY i.e. Ministry of Electronics and Information Technology and Information
Technology Act, 2000, like any other content. These platforms have certain self
censorship standards of their own. And due to this there is no proper check on the
content they make. Content which is released on OTT platforms cannot be
broadcasted, which means it is not for public exhibition, rather it says it is
something to be seen in private which means the content is offensive. But ott has
also, done and given 2 major advantages to Indian / regional films which
previously never existed.
1. Market
Previous to the advent of OTT platforms, all / most of the films would be released
in particular regional markets and overseas markets. An amazing Tamil film
wouldn’t cross TN borders and hit theaters unless and until it has proved its
success in TN. However today OTT ensures that sitting in a remote village in UP,
someone is able to watch a Telugu movie on his homescreen.
2. Revenue :
Prior to the OTT era, when people had to watch movies, they had to flock to
theaters or wait for DVD releases of the movie. Otherwise the only option to catch
up on a movie was via torrents. One of the major drawbacks of torrents is the total
absence of a revenue sharing stream with producers of the movie. While torrents
was widespread and almost ensured everyone would have access to a particular
movie, it was essentially piracy and a loss to producer
3. Breaking the monopoly of theaters: Theaters’ were the only option to collect /
get the big revenue numbers prior to the OTT era. I still remember how theater
owners wanted to boycott a Kamal Hasan movie viswaroopam, as he proposed
releasing it on TV via DTH along with theaters. The monopoly of the theater’s
today is almost broken and soon the theater’s will have to reinvent themselves or
perish.
4. Subtitles : Today while people across various regions catch up on movies which
are in non-native language, they rely on subtitles. In the torrent days, while
searching for a movie was a task, the next task that usually followed was to search
for subtitles on subscene or other websites. Thanks to OTT platforms today most
movies are released with subtitles. Also websites like disney hotstar release movies
in regional languages too, eliminating the need for subtitles.
5. Small budget films : Small budget films previously were under the mercy of the
theater cartel. The theater would not only boycott movie producers, hero’s they
held sway on the date of movie releases too. This made small budget producers’ an
easy target for theater cartel. Today many producers aim very clearly that they will
make a movie within x Rs budget and sell to it OTT platform which pays 1.2X.
This ensure livelihood of these producers.
6. No more monopoly : OTT platform as a sector/ industry has no entry or exit
barriers. Today anyone with access to decent technology partners can stream
movies on pay per basis, bypassing the entire amazon, netflix, hotstar trio. So the
producer’s can access customers directly. There is almost zero switching cost
between the OTT platforms and absolutely no threat of monopsony either. This
makes the OTT platform an ideal market or via media to deliver the
products(movies here) to end consumers.
Benefits of OTT platform
Various benefits of OTT platform services:
Connectivity: OTT platforms are very simple to use and require just a few such
things as a strong net connection, a viewing device like a smart TV or a phone etc.
The network provider affords the net connectivity in opposition to a monthly
charge and the viewer has the flexibility to pick out an internet package or plan
based on his requirements.
Cost-friendly: The internet is used in different ways like working from home, live
video streaming, online classes, watching movies, accessing social media etc. But
the internet utilization prices are impartial of the network provider selected or the
content this is being accessed. The price of OTT is based on the internet data
package selected and the subscription fees, if any, for the OTT platforms being
watched.
Convenience: Since the net may be accessed from anywhere, at any time and from
any device, gaining access to content material on OTT platforms will become easy.
In contrast, traditional Cable networks are certain by physical and geographical
boundaries. This freedom of region of OTT offerings makes it very handy for
visitors to watch their favored content.
Varied content: Traditionally cable networks are restrictive withinside the content
material that they show. This content material typically includes serials, news, stay
games, movies, children content etc. Thus the viewer is faced with barriers in
channel selection, type, quality and variety of content. OTT platforms provide an
extensive kind of content, maximum of which offer free content in addition to paid
content. Subscriptions permit visitors to become prime members; however , even
without subscribing to OTT platforms, a viewer can watch various almost limitless
content.
Device independent viewing: This is possibly the largest benefit of OTT
platforms. It may be watched on any device not considered the network carrier.
Additionally, the ability to observe or add videos even through smartphones makes
it possible to permit live video streaming from everywhere and anytime. Ott is also
used to advertising the product and services,
Micro-targeting: Advertising campaigns are all about finding the proper audience
area of interest and running taste-specific content. With higher data analytics OTT
platforms provide advertisers the gain of analyzing who their audiences are, what
they need and how their tastes may be catered to in order that conversions may be
facilitated. Thus micro-targeting turns into easier and there is additionally more
engagement with the customer. The advertiser is additionally able to put
throughout the message in a much higher way.
Modern OTT over the Traditional Media
Nowadays people prefer Online platforms over traditional media , as in online
platforms people can watch shows or documentaries having a high speed internet
connection. Over the last few years there has been a new global trend of digital
consumption .OTT (over the top) has been one of the trends in the video streaming
industry .There has been a 200% increase in time spent on OTT . From the
traditional indulgence of families sitting together watching content on television
screen to the current distinct personalized screens have created a dilemma of
existence of traditional media during the enlarging digital platform . Unlike the
traditional cable or satellite television people find OTT easier as they can access it
anywhere at any time without connection issues or any.
The use of OTT has been rapidly increased during the pandemic where people was
supposed to stay at home , where the only entertainment are the OTT platforms .
People spend the most of their time now on these online streaming mediums,
which directs the downfall of television . The reasons for these transitions are
innumerable. OTT platforms are more vulnerable to experimentation as it provides
unique and varied content. On the contrary, content on television is mostly similar
across different channels. The viewers have to restrict themselves from watching a
particular genre. Online platforms come up with different genres like action,
horror, drama, thriller, and comedy. Youth uses more of these platforms to Binge
Watch genres they prefer the most. Unfortunately, television fails to provide such
perks to its viewers. Viewers can use various devices such as desktop, mobile in
which they can easily access the OTT platform . Current consumption trends
demonstrate higher viewer emphasis on choice and quality of content rather than
the type of the screen . Even if these are more expensive, people still prefer OTT
over Television because of its versatility. They can watch shows, sports, live news
on these OTT channels.
Apart from the content on OTT, the enhancement in technology has also led to the
downfall of television subscriptions .With digitalization increasing people will be
using OTT platforms as their mode of entertainment in the future as well as now .
The pandemic has affected the traditional media of entertainment where people
prefer more Online platforms where they have more options , get the best they can
choose . the demand for the Online platform has drastically increased due to these
Top OTT platforms and impact of OTT on teenagers
Top ott platforms :
Netflix:
Netflix is hugely popular worldwide owing to great shows and movies . Netflix has
been widely used in India . it is forecasted by the end of 2022 netflix will have
around 8 million subscribers in India
Disney Hotstar:
Disney hotstar is owned by star India and is a subsidiary of the Walt disney
company India it is widely popular among cricket Fans .
Amazon Prime:
Amazon prime video is one of the highest rated OTT platforms in India . With
more than 10 million users in India
Sonyliv:
Sonyliv is one of the most popular OTT platforms. It has about 18 million paid
user subscribers and 70 million active user subscriptions.
Zee5:
Zee5 is one of the fastest growing OTT platforms and has TV shows , original
content .
Impact of OTT on teenagers
OTT platforms are the preferred choice for most consumers of the entertainment
industry . The new era of Binge watching is gaining popularity due to the OTT
platform . OTT platforms are being used In India due to growth of more
smartphone users , cheaper internet plans , better quality content , and growing
urban population . OTT platforms have been a cause of concerns in multiple
impacts especially on youth .
Movies and shows have been a prime mode of entertainment in India and these
have immense potential to influence through the attitudes and behavior of
teenagers. Teenagers and kids are apt to learn dialogues and songs from movies or
shows and it has a deep impact in their mind both consciously and subconsciously
for a long time . This plays a major role in shaping up the personality and molding
the character . OTT platforms affect the teen minds which get influenced by the
shows and movies more and compare the reality with stories in the shows . Crime
shows and movies will affect the teenagers differently as the growing mind of the
teen will get influenced easily with violence which can also encourage them to
attempt crimes . shows can also have a positive impact on teenagers as an
inspiration or motivation in a positive way. Teenagers have no intention to behave
inappropriately , but without proper guidance and limits they often find themselves
in situations where they face challenges they aren’t ready for and which they are
not experienced.
The World of Tomorrow: Over the Top
OTT platforms have been the buzzword in the neo-entertainment industry in recent
years. And this rapid rise of OTT platforms is because of the multi-dimensional
convenience that they offer, over conventional media. Especially during the
pandemic, when theaters were shut, television channels were broadcasting old
shows, and media journalists were “Working From Home”, viewers gravitated
towards OTT platforms for fresh and meaningful content.
In addition to providing fresh content, OTT has certain added benefits for live
media broadcasting. Many OTT platforms allow the media companies to broadcast
live news through HTTP Live Streaming (HLS), enabling viewers to remain
updated with the latest happenings anytime, from anywhere. They don’t need to sit
in front of the television constantly anymore. And that is why “Digital Media” is
seeing a massive rise.
Experts predict that the total revenue of the media industry will reach US$1.25
trillion by the end of 2022. According to Statista, digital media will become the
major player soon, generating 55% of the total revenue in the media market by
2027. Hence it’s interesting to know where the industry is headed! Here are the top
media industry trends that are influenced by OTT platforms.
With 5G technology, localized videos, immersive streaming, and personalized UI,
the viewers can experience the best news broadcast in OTT. Let’s take you through
the 4 major technical developments fuelling this revolution.
5G Technology: Changing The Way of Media Broadcasting
The ultra-low latency and highest quality speed of 5G networks will allow both
content creators and viewers to stream and view 4K videos through mobile
devices. So, the news anchors don’t need professional studios anymore. Also, it
will allow freelance journalists to come up with their own news channels and news
videos through OTT platforms. Hence, 5G is setting a new media industry trend of
recording and broadcasting news from anywhere in the world.
Use Case: A reputed journalist wants to start his own media broadcasting. But
currently, he doesn’t own any professional studio or setup. The 5G network,
combined with a reliable OTT platform, will allow him to broadcast his show live,
in 4K, with ultra-low latency, with a minimal professional setup. In fact, he can use
his laptop, or even his smartphone to do so!
Innovative Monetization Trends
As we can see, the era of the Subscription Only Monetization Model is coming to
an end soon. It is not that the platforms are going to end subscription, as it is one of
their major revenue earners. But, along with the subscription, many platforms have
started to integrate other monetization models too, like AVOD, Pay-per-view,
Pay-per-view bundles, Coupons, and more!
Interactive Streaming
Interactive streaming gives your viewers the choice of viewing. And it has
tremendous benefits for media and sports broadcasting too! Let’s understand it
better with a use case.
Use Case for Media Industry: In interactive streaming, the news channels can live
stream two or more of their talk shows or events simultaneously. The viewers will
have to choose the show that they want to view. Hence, it offers a win-win
situation for both the broadcaster and the viewer!
Marking
MANNA’S EVALUATION OF HER TEAM MEMBERS
Criteria →
Participation Leadership Listening Feedback Cooperation
Members
↓
Time
Managem
-ent
Aisha
5
5
5
5
5
5
Varleen
5
5
5
5
5
5
Ayesha
5
5
5
5
5
5
Rana
5
5
5
5
5
5
Criteria→
Members
↓
Focus on task
Shared
Discussing
and
responsibility and listening
participation
and
dependability
Teamwork
Aisha
5
5
5
5
Varleen
5
5
5
5
Ayesha
5
5
5
5
Rana
5
5
5
5
Reflection
I found the topic of OTT, or else known as Over-the-top platforms, a new
topic. I didn’t know much about these platforms. Thanks to the availability of
several websites and articles, I was able to understand what it is and was able to
prepare project materials out of it. This project has thus, not only brought forward
new knowledge to me but also helped me find a new way to create a transparent
presentation.
EVIDENCES
Survey Analysis and Response spotlight
1. What is the full form of an OTT platform?
Although most aren’t familiar with the topic of OTT platform, it is
evident that even in the midst of these, there are students who are
familiar with the concept of OTT platform and are able to identify its
full form with no doubt. This question was in the form of a trivia to
check whether students knew the correct full form out of the four
options given. In them 85% of students have successfully answered the
question correctly.
2. Which of the following OTT platforms do you use in daily life?
The question above asks the students of OTT platforms they use on
a regular basis. Over the analysis of this survey, it is very evident
that YouTube, NetFlix, PrimeVideo and Hotstar are used in
sufficient times daily. Hulu, Airtel Xstream and SonyLiv still
remain unknown in the world of OTT being very few users
accessing the platform.
3. How long do you usually use these platforms?
There is evident proof of the common usage of OTT platforms.
50% of the students use OTT for 30 minutes to 2 hours, 30% of the
students use more than two hours, 15% of the students use OTT for
10 to 30 minutes. The rest are students who are unaware of their
usage period on webs like these. Therefore it awakens the
conscience of OTT users to decrease their screentime.
4. Would you rather use a paid or a free service?
In this the students are asked to choose over two advantageous
platform usages, free and paid. Students have opted or free
OTT usage as it does not cost much.
RUBRICS
Rubrics-1
Collaboration and Cooperation
Rubrics -2
Conclusion
Apart from the content on OTT, the enhancement in technology has also led to the
downfall of television subscriptions .With digitalization increasing people will be
using OTT platforms as their mode of entertainment in the future as well as now .
The pandemic has affected the traditional media of entertainment where people
prefer more Online platforms where they have more options , get the best they can
choose . The demand for the Online platform has drastically increased due to these.
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https://www.pinkvilla.com/entertainment/news/best-ott-platforms-india-11595
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