GROWTH OF OVER THE TOP PLATFORMS: NEW CHALLENGE FOR CONVENTIONAL ENTERTAINMENT AND ADVERTISING INDUSTRY- A CONCEPTUAL STUDY.

Abstract

Over the previous few years, India has proven exceptional increase in the consumption of Digital Media content. The utilization of Digital Media structures for obtaining data on news, health, and different India has made subjects, entertainment, and e-commerce one of the fastest-growing web international locations inside the world. This shift in client choice in the direction of digital media platforms has brought interest of marketers and restrained them to get better from regular mediums of advertising. The research studies, and reviews the aid of governmental and personal groups on the expanded varieties of smart phones, net adopters, and availability of budgeted friendly high-speed net plans, offers are showing an indication of escalating on-line media consumption. This awesome Shift in viewers' media consumption habits have opened novel ways of possibilities for innovative content material vendors and marketers, posed a challenged regular potentiality of traditional broadcaster viewing and marketing. The present research study tries to overview preceding researches in the region of digital platforms membership, digital media consumption habits, findings of more than a few information providers, and predictions made by using multinational consultancy and expert provider firms. As smartphones have changed ordinary radio units in-home, digital channels is additionally overtaking the normal way of viewing and ad campaign television. These are the critical elements, for which this learn about has been finished and in this lookup study, the riding services in the back of growing digital media consumption have been found and mentioned thoroughly. Lastly, the lookup throws mild on the challenges for conventional entertainment like small screen, movies and marketing industry.