OTT V THEATRE: ANTICIPATING TRENDS POST PANDEMIC

Abstract

The outbreak of COVID–19 was an unprecedented crisis which has left all of us in the midst of a new reality. It has undoubtedly proven to be an unforeseen and massive disruptive force for a number of existing models of business and industries, bringing with itself a daunting time requiring extensive care and caution. While a massive number of industries were hit quite drastically, certain industries which were dependent on supply chains functioning on a global scale as well as manufacturing for such chains functioning on a global level have witnessed sharp fall in margins of their profit. Similarly,the cinema and theatre industry has also seen drastic dents in margins of their profit (Sonal T. 2020, p. 2). 

Even OTT industry is not untouched. Even though in the short term the OTT industry has witnessed huge growth in viewership as well as subscribers, the service providers are fearful of the fact that content is limited and the production has just resumed – which paired with the recession which is a proving to be a huge threat, might ultimately lead to un-subscriptions in huge numbers. This in turn is feared to lead to major job cuts and erosion of margins of profit once content dries up in the day and age wherein content is touted to be the “king”.

Currently, with cinema halls opening up at restricted capacity and the looming threat of contracting the fearful disease, the general citizens are wary and are preferring to stick to OTT service providers only. Quarantine and self-isolation have resulted in surge in the consumption of media whilst sitting at home, using the entertainment services like that of gaming as well as on demand video streaming (Sonal T. 2020, p. 2). This has proven to be a threat to the traditional cinema industry, with the fear that this habit-forming behaviour might cause the death of the cinematic industry. In this present paper, we will divulge in the study of the changing trends in relation to OTT and theatres, with focus on the scenario existing after the pandemic, which was triggered by the novel coronavirus. 

The present paper has been drafted on the basis of secondary research. Varied reports published by consulting giants like Deloitte, PricewaterhouseCoopers, BCG were referred to whilst mapping and analysing the varied trends which have been noticed with respect to motion picture theatres as well as over the top media and entertainment platforms, in the post pandemic world.