Research Report: Analysis of OTT Platform Popularity and Growth

This report presents an analysis of the birth and increasing popularity of Over-The-Top (OTT) platforms. The research explores the various factors and justifications behind the adoption of OTT services, including the advantages of mobile computing, diverse content offerings, and cost-effectiveness compared to traditional cable packages. The study employs a quantitative research method, utilizing surveys and thematic data analysis to evaluate factors such as original content, device compatibility, and consumer behavior. The report also delves into the challenges faced by OTT providers, like competition, content acquisition, and data privacy. The methodology includes literature reviews, research philosophy, and ethical considerations, providing a comprehensive view of the OTT landscape and its impact on the media industry.

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Research and Study Skills

3) Literature review
It is that part of research or dissertation that includes discussion and
evaluation of various scholarly articles and published journals that are reviewed
and analysed to get better understanding about a specific research Topic (Park
and Kwon, 2019). The main aim of literature review is to get a framework and
develop a base for further research through providing and developing better
understanding about thee research topic and its objective. Following literature
review is based evaluation of online articles and journals on the topic of Over
the Top Platforms and services a discussion and evaluation of which is provided
below:
To get better understanding about the concept of Over-The-Top platform and
birth of these OTT platform
According to the view point of Meghan McAdams, 2019, Over the top
(OTT) Platforms basically refers to films, TV shows and other television content
provided through use of a high-speed Internet connection in place of making se
of cable or satellite provider. The main reason that has lead to the birth of
includes the expansion in online communications platform with use of new and
more innovative technologies that are enhancing personalized experiences
through facilitating more comfort for customers and viewers. Further, the
companies that are operating in broadcast and digital media sectors at worldwide
level are making continuous and increased efforts for innovating new
technologies that are helpful and facilitates better generation of fresh revenue
streams through making a shift to online platforms that permit easy and fast
downloading of content, like music, TV shows and films. Further, the main
reason that has lead to birth of these OTT platforms like Netflix, Amazon Prime,
YouTube, etc includes the increasing role of IT and modern technique that are
responsible and facilitates their birth through providing better access to high
speed internet and bandwidth (Wellmann, 2019). Beside this, the increasing
trend and culture of cord cutting behaviour of society also facilitated this new
system of broadcasting and providing videos and other content directly through
internet. Thus, the main reasons that has contributed to the birth of Over the top
platforms includes the fast growing and innovative technology together with
change and shift in trend of society that encourage and support productized
practice of streaming content and videos to customers directly over the web
through making use of fast speed net and other technology.
Title- “To analysis about birth and popularity of OTT (Over- The- Top)
Platform”.
2) Introduction to chosen research area
Background to the research
Over the top platform or OTT services are basically those type of video or
online streaming media that provide a direct access to movies or TV shows through
sending these media directly to viewer with the help of internet (Park, 2019). The
importance and popularity of OTT platform is increasing and the main reason
behind its popularity is that they provide an easy access to original and unique
content together with multiple compatibility that can be easily used and seen on
Mobile phones, personal computers, smart and normal TVs thus provide more
options to match the comfort and convinced level of customers. Thus, a research is
conducted on to evaluate the main reasons and factors that are leading
enhancement in popularity of these Over the top Platforms that are intending and
influencing people to chose them.
Research aim and objectives
The main aim behind conducting this investigation is to, “ To analysis about the
concept of OTT platform and its popularity together with evaluation of the possible
threats and challenge faced by them.”
Research objectives
The main motto or objectives behind conducting this reserch project are
stated as follows:
 To get better understanding about the concept of Over-The-Top platform
and birth of these OTT platform.
 To evaluate the various reasons and factors that contributes in emerging
popularity of OTT platform that influence people to chose these services
(McEachern and et. al., 2020).
 To determine the possible factors that are creating challenges and threats for
an OTT platform and service provider.
To evaluate the various reasons and factors that contributes in emerging popularity
of OTT platform that influence people to chose these services.
As per the opinion of Jesse Maida, 2019, the popularity of OTT platforms are
increasing and the main reason behind this is includes improvement and new
innovation in information technology that has facilitated an easy and more
convenient reach to online content and streaming videos. It has been evaluated that
Mobile computing devices such as smart phones, laptops, and tablets have become
a prominent choice for accessing OTT content and this has made an increase in the
demand of OTT platforms. Beside this, it has been also observed that the
increasing penetration and demand of mobile computing devices and techniques
are expected to drive and enhance the growth of the global OTT market as use of
theses apps and OTT platforms facilitates and offers more better portability, easier
accessibility, and enhanced connectivity as compared to any other websites or
digital form of TV. Beside this, the main factors and reasons that influence and
urge people to choose these OTT platforms are evaluated as follows:
High value content at low cost- The main reason behind emerging popularity
of OTT platforms is that it offers and provide high quality product and streaming
services at cost effective rates as compared to traditional cable package. Thus, it
attracts larger customers and becoming popular.
Original content- The another factor that attract and influence people to select
OTT platforms is that many service provider like Netflix and Amazon Prime has
started providing many new and original content that are more interesting and
joyful (Sridhar, 2019).
Compatibility with multiple device- It is the main reason behind popularity of
OTT platforms and service provided as it does not require a television set and it
can be easily used and watch OTT content from a broad and larger rage of devices
that includes gaming counsel, tablet, mobile phones, etc thus facilitates more ease
and comfort for customers.
To determine the possible factors that are creating challenges and threats for an
OTT platform and service provider.
As per the view point of Alex Kent, 2019, there are various factors that are
creating challenge and threats for OTT platform and service provider that
includes high level of competition and meeting the expectations and needs of
customer through showing write content. An evaluation of these threats and
challenges are provided below:
High level of competition- Increase in number of OTT service provider is
creating high level of competition in this industry that is an emerging challenge
for OTT platforms like Amazon prime, Netflix, etc.
Relevant content- OTT platform has shift the trend towards pay for what
you watch thus, it is challenge for OTT providers to generate and provide
relevant content that will grab and cater the larger audience and customer.
Video quality- To grab attention of more customers and retain its
customers, it is necessary for OTT providers to facilitate an optimal viewing
experience to its customers (Farooq and Raju, 2019).
Privacy and Licensing- Many acts and provisions are their which needs to
get followed and properly complied by OTT providers. This challenge is
associated with maintaining privacy and eliminating illegal streaming together
with complex IP protocols, royalty definition, character rights, geographical
restrictions, and platform diversity which are impacting revenue and also
creating copyright infringement risks for OTT platforms.
Affect of OTT platforms on consumer behaviour
As per the opinion of Farooq, M. and Raju, V., 2019, OTT Viewing
Experience Impacts Consumer Behavior and Drives Profitability for digtal
media business. It has been evaluated that OTT services has provided a better
experience and ensured high quality content for customers that has enhanced the
satisfcation level of consumers which ultimately lade to better productivity and
profitability for OTT providers. Further, the impact lead by OTT on consumers
includes the enhancement in convenience level and allows easy access and
compatibility with various modes. Beside this, availability of high video content
at low price has also lead to a positive impact on behaviors and attitude of
4) Description and justification of research method
Use of research methodology is made to evaluate various methods and
approaches use of which are made to conduct a research in more effective way.
Research methods provide a set of tool and systems to collect, analyse and present
research findings and outcomes of investigation to ensure timely and effective
achievement of research objectives (Ogidiaka and Ogwueleka, 2019). A
description about various research method and approaches that can be used for
performing current research work on OTT platforms are provided below together
with proper justification for selection of a research method. There are two main
ways of viewing a research i.e. Ontology and epistomlogy where ontology is
associated with knowing truth and reality while epistemology is associated with
proving a view point ( Parpinelli, 2020). For current research work use of
Epistomology way of research is made as it facilitates better study to prove a view
point which will contribute towards reality.
Research Philosophy- There are two main types of research philosophy i.e.
Positivism and Interpretivism. Positivism philosophy is used with large samples
and concerned with testing hypothesis while Interpretivism is associated with
small sample size and mainly concerned with generating theories thus, it is more
time consuming (Park, 2019). For current investigation use of Positivism
philosophy which is justifiable as it provided high reliability and allows more
generalised results from sample population. Beside this, ontology is mainly
associated with establishing different categories in order to divide existing things
into order to develop better understanding about those things and how these
findings can be fit together in the broader world more effectively.
Further, Positivism mainly asserts that the knowledge should be based on
direct apprehension of the objective through an empirically verified causal
explanation. On other hand, objectivism is based on more scientific enquiry should
be made on objective and value-free. Further, the methods of Objectivism are
independent of the researcher and considered more repeatable and reliable (Li,
2017).
Research approach- The two most commonly used research approach are
inductive and deductive. Deductive approach is mainly used for analysis of
quantitative research while inductive is used with qualitative data. Use of
Deductive approach is justifiable and suitable for current research work as it
facilitates explicit hypotheses and better evaluation of quantitative data.
Research method- Quantitative and qualitative are most widely used
research method that ensures better collection and presentation of research data.
Quantitative research method is associated with collection of data in numeric
form that is easy to present and generalise while qualitative research is related
with collection of in-depth data that is quite complex and time consuming
(McEachern and et. al., 2020). Thus , for current investigation, use of
quantitative research method is made as it lead to better presentation of research
findings an also requires less time and cost.
Data collection method and instrument- For collection of data use of
quantitative method is made as it less time consuming and facilitates better
presentation of data. Further, use of survey technique is made to collect data
directly from respondents through making use of questionnaire as data collection
instrument.
Source of data collection- Use of primary as well as secondary sources of data
collection is made for current research as primary sources ensures collection of
first hand data while secondary sources provide a better support and base for
primary research findings (Park and Kwon, 2019).
Analysis of data- Use of thematic approach of data analysis will be made to
present and evaluated data through making use of frequency table and pie charts.
Sampling method- Use of random sampling method is made to select a small
sample size if 30 respondents form customers and viewer who makes use of
OTT platforms to gather their view and perspective on this topic.

5) Consideration of ethical and professional issues : It is mainly associated with
complying all the principles and morale associated with a research work to ensure
completion off a research in an ethical and professional way. Thus, for this
research work all the code of conduct, professional and morale implications are
fulfilled. A written approval is obtained from all respondents and participants
through signing a written consent form. Further provision of data protection act is
also complied to ensure proper security and safety of personal data collected.
6) Limitation of study: The limitation associated with current research work and
investigation is associated with lack of time and resources together with
compliance of all ethical and professional considerations. Further, maintaining
authenticity and reliability of collected data is also a challenge.
7) Research activity and timescale : Various activities and complex task are
associated with completion of a research in effective way. Thus, to maintain clarity
and transparency in all work and activities associated with current research use of
Gantt chart is made. Gantt chart is a protect and time management tool that ensures
timely completion of investigation through systematically bifurcating all the
activities together with its expected time duration and timescale to achieve
research objective on given timeframe (Wellmann, 2019).
8) REFERENCES
Park, E. A., 2019. Prevalence of Business Models in Global OTT Video
Services: A Cluster Analysis. International Journal on Media
Management. 21(3-4). pp.177-192.
McEachern, J.A. and et. al., 2020. Methods, systems, and computer readable
media for affecting user associations in over the top (OTT) service
platforms. U.S. Patent 10,581,786.
Park, S. and Kwon, Y., 2019, June. OTT firms as catfish transform the
broadcasting industry structure: Analyzing the effects of broadband
networks. In 30th International Telecommunications Society Europe
Conference. International Telecommunications Society.
Wellmann, N., 2019. Are OTT messaging and mobile telecommunication an
interrelated market? An empirical analysis. Telecommunications Policy.
43(9). p.101831.
Sridhar, V., 2019. Over-the-Top (OTT) Services—Should They Be Regulated
Much like Telecom Services?. In Emerging ICT Policies and
Regulations (pp. 219-232). Springer, Singapore.
Farooq, M. and Raju, V., 2019. Impact of over-the-top (OTT) services on the
telecom companies in the era of transformative marketing. Global
Journal of Flexible Systems Management. 20(2). pp.177-188.
Ogidiaka, E. and Ogwueleka, F. N., 2019. Over-The-Top Services (OTT) on
telecommunication operators in Nigeria: exploring consumers’
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Parpinelli, F., 2020. An index to measure the engagement of Globoplay users–
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