A Study on Behaviour of Viewers Towards OTT and Theatre in Ahmedabad

Abstract

This study examines the comparative analysis of moviegoers’ preferences for OTT platforms and cinema theatres concerning money spent on Bollywood movies among residents of Ahmedabad and Delhi. The research explores how demographic factors, particularly age, influence movie-watching behaviors and spending patterns. Using a chi-square analysis, the study investigates relationships between age and cinema theatre attendance, OTT platform usage, perceptions of cost-effectiveness, and preferences for the cinematic experience. The results reveal a significant shift toward OTT platforms, particularly among younger audiences, who prioritize affordability and convenience. In contrast, cinema theatres continue to hold appeal for those seeking a premium, immersive experience. The study also highlights that the pandemic acted as a catalyst for this shift, with consumers across all age groups adapting to OTT platforms during periods of lockdown. Additionally, the study examines regional differences between Ahmedabad and Delhi, with the latter showing a greater inclination toward theatre attendance, possibly due to higher disposable incomes. The findings provide valuable insights for entertainment industry stakeholders, offering practical recommendations for enhancing the appeal of both OTT platforms and cinema theatres. The study suggests the need for targeted strategies that cater to diverse demographic groups, regional preferences, and the changing landscape of movie consumption