Time Utilization Using OTT Platform: A Sociological Study with Indian Context

Over the top platforms (OTT) are now more popular than any other platform. The OTT has many useful features such as the availability of innovative content, easily accessible on various devices. OTT platforms are user- friendly, it has a variety of shows, and due to picturization, continuity used in these shows, programs compels the user for subscription of OTT streaming. Maximum people follow, watch, and enjoy these platforms, video streaming subscription is around to 8 US$ billion. OTT shows mostly watched on smartphone. The total number of smartphone users in India is approximately 700 million by 2022 and India's position as the second largest market for smartphones in the world.

In this research we shed a light on to find out why do people prefer OTT platforms? What type of content do they watch? What they get from these platforms while investing their time on it, is it fruitful? What kind of information do they try to get from these platforms? How much time they invested on OTT? This study is more focused on urban sample, total 100 samples will be selected by purposive sampling method. Primary and secondary data collection methods will be used for this study through questionnaire and secondary sources. This paper will attempt to investigate time utilization and its purpose while using OTT platforms by selected respondents and the features that influence the OTT platforms.