Examining OTT Platforms’ Efficacy Through the Lens of Data Science and Data Mining: An In-depth Exploration

Abstract

In the digital era where internet is everything, it has been seen that the traditional modes of entertainment has less significance on the people now as compared to how it used to impact people’s life. OTT platforms have emerged as the main or primary source of entertainment for a large number of populations. However, amidst this digital revolution, theatrical experiences still hold a special place in the hearts of many.  While 80% of the people know the meaning of ott platforms, there are still 20% of the people who do not know about them and among those 20%, 10% utilize OTT platforms under the guise of specific brands such as Netflix or Prime without fully understanding the concept. They don’t actually know the meaning but tend to use them. This research paper aims to educate the unknown and draws insights from the data collected through convenience sampling by surveys on how much people use ott platforms, prevalent consumer patters and behaviors prevails in the market, how the different ott platforms are performing, correlation between ott platforms and consumer preferences and sentiments of people towards these platforms as just like a coin has two faces, everything has its own advantages and disadvantages. Leveraging algorithms of machine learning, this study uncovers various insights and patterns that underpin the burgeoning OTT entertainment landscape.