Navigating new reality norms: OTT consumption and Gen Z behaviour in post-pandemic India

Dipika Mondal; Bandita Kumari Panda

doi:10.24135/pmm.v1i2.34

Authors

Dipika Mondal Berhampur University, Odisha, India
Bandita Kumari Panda Berhampur University, Odisha, India

DOI:

https://doi.org/10.24135/pmm.v1i2.34

Keywords:

adoption, consumer behaviour, entertainment, Gen Z, India, over-the-top, post=pandemic, streaming

Abstract

The COVID-19 pandemic significantly reshaped global entertainment consumption, accelerating the adoption of over-the-top (OTT) streaming platforms. As lockdowns restricted access to traditional entertainment, audiences turned to online streaming, driving rapid growth in OTT viewership. Even in the post-pandemic era, these habits have persisted, establishing OTT platforms as dominant players in modern media consumption. The industry continues to evolve, though challenges remain in sustaining user engagement and loyalty. The study reveals a comprehensive understanding of the pandemic-induced shifts in OTT media consumption. To uncover the new norms of OTT consumer behaviour in the post-pandemic epoch, a survey was conducted among the Gen Z audiences in India. It closely examines the factors behind the adoption of OTT and find out the consumer preferences, consumption patterns, gratifications.

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Author Biographies

Dipika Mondal, Berhampur University, Odisha, India

Dipika Mondal is a UGC junior research fellow and a PhD candidate in the Department of Journalism and Mass Communication at Berhampur University, Odisha, India. Her research interests focus on over-the-top (OTT) platforms and digital media. Her research explores the evolving dynamics of digital media consumption and its impact on consumers' behaviour.

Bandita Kumari Panda, Berhampur University, Odisha, India

Dr Bandita Kumari Panda is an associate professor in the Department of Journalism and Mass Communication at Berhampur University, Odisha, India. She holds a PhD from Anna University and has a strong background in media studies. Her research interests include advertising, social media, cinema, online media, audio-visual production, gender studies, and educational media.

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