Date of Publication :11th May 2021

Abstract: Gone are the days when we needed to look ahead to blockbuster movies to be launched on the huge displays or needed to wait for a whole week to catch up at the brand new episode of favourite television shows. The online screening and streaming video content providing platforms which can also be said as OTT (Over-The-Top) services providing platforms have successfully marked their presence in the entertainment part of people`s life in India. One of the prominent aspects in Industry 4.0 is personalization and customization of products and services, with the emergence of Industry 4.0 and Artificial Intelligence, OTT providers can learn about user preferences, majorly likes and dislikes and the amount of time spent on their platform. It further helps marketers to identify customers and fully understand expectations and enrich user experience while enjoying enhanced content recommendations. In addition to mining information, AI also helps to optimize OTT delivery. The content delivery infrastructure is monitored, offering valuable inputs for improving compression techniques apart from optimizing network traffic, which helps to achieve scalability in operations. This research investigates the factors influencing the user’s adoption OTT platform in India. The author used exploratory factor analysis to determine the factors affecting adoption of OTT platforms. Data is collected through a self-designed questionnaire wherein 270 people were targeted, out of which 220 responded. Once the data is collected, in order to check the reliability and validity of the data Cronbach’s Alpha test is performed. As a part of the conclusion, the author made some suggestions and recommendations discussing the adoption of OTT media platforms.

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