Assessment of Efficacy on Customer Satisfaction in OTT and Theatres

The rise of Over-the-top (OTT) Platforms has significantly transformed the landscape of entertainment consumption, particularly in comparison t traditional theatrical releases.This study aims to assess the efficacy of consumer preferences between OTT and Cinemas, analyzing factors such as accessibility, cost, content variety, and social experiences.Utilizing a mixed-methods approach, the research incorporates competitive surveys and qualitative interview to gauge viewer habits and satisfaction levels.Preliminary findings suggest that while OTT platforms offer convenience and diverse range of content, traditional theatres retain the appeal through their immersive experience and social atmosphere.This study seeks to elucidate the evolving dynamic of consumer choice in media consumption, providing insights of industry stakeholders to adapt to shifting preferences in a rapidly changing environment.Key players in the industry include major theatre companies, independent theatres and production companies, and theatre festivals and events.The value chain consists of production and creative teams, value management and operation, marketing and promotion, ticketing and box office, and audience and community engagement.