Making identification of the best model in VOD business

International Research Journal of Engineering and Technology (IRJET) e ISSN: 2395 0056

Volume: 09 Issue: 07 | July 2022 www.irjet.net p ISSN: 2395 0072

Making identification of the best model in VOD business

Shravanty Roy

Department of Management Studies, JIS University, Kolkata, India ***

Abstract This analysisreflects the ways the alternative optionofentertainmenthasgrownsignificantlyinthelast decade. More than 60% of young people all across the worldaremakinguseofOTTplatformsfor entertainment purposes.Themainreasonbehindthisistheavailabilityof favorite subjects that are needed for entertainment. The useofSVODserviceisusedbythepeopletoregisterfora specific platform to sign up for a specific form of content. There is innovation in terms of the pricing strategy based ontheplaceofmarketing,theresolutionofthevideos,and factors such as Premium service or not. On the contrary, the AVOD platform is available for free and due to this, there is the ease of inaccessibility. In recent years the AVOD service has outgrown the SVOD service and as a result of this, there is a strong and effective benefit for work. The work also can ensure that there is an effective benefit for the work and ensure efficiency in the workplace. There is also a large diversity in the AVOD platforms,whichmakesforabetterexperienceintermsof entertainment and also education. These are the important reason from the client's point of view that makesAVODabetterVODplatform.

the Covid19 pandemic, there is a strong and sustainable changeintrendasthereisgrowthinonlineTV.

1.2 Problem Statement

More than 64% of the people with Wi Fi connection are streamingthevideoandithasgrownfrom17%inthelast year pandemic. 47% of the traditional television service have stated that people belonging to the age group of 17 yearsand49yearsconsiderthemlight.Around27%ofthe traditional television has presented them as strong and effective growth of work. While the growth of video demand has been sustainable, there is growth in the workplacetoensurestrongandeffectivebenefitsforwork (Grece,2021).Itisalsoimportantforcompaniestoensure that there is a challenge with advertisement and content with the help of VOD delivery. There is a need for the companies to ensure that there is standardization across the set top boxes to deal with Wi Fi. There is also the presence of Multiplatform Presence to ensure that the contentisaccessibleovervarieties.

1.3 Scope of the research

Words: SVOD service, AVOD service, OTT Platforms, VOD Platforms, CTV Report

1. INTRODUCTION

1.1 Research Background

With the inclusion of the Ever Changing world, it is found thatthere isa need to ensure the change in theoperation toensuregrowthineffectiveness.Itisseenthattheuse of Video is coming in a fast and hard to ensure complete domination of the entertainment and marketing space. There is significant growth in the desktop streaming techniqueand making purchasingdecisions tochange the waysentertainmentisdone.

It is also expected that the Video On Demand (VOD) business is growing rapidly with a 15% CAGR from the year2020totheyear2026.Fromaround$83billioninthe year 2022, the demand is expected that there is a growth ofCAGRof17.6%toreacharound$260billionbytheyear 2029. Different forms of VoD service allowed in the workplace include Subscription Video on Demand (SVOD) and Ad Based Video on Demand (AVOD) (Lee and Lee, 2021). Along with this, there is also the presence of Transaction based Video on Demand (TVOD), which plays importantroleinpurchasingcontent.Withtheoutbreakof

Thescopeoftheresearchishighasitallowsthereadersto gainanadvantageaboutthe trendregardingVODservice. There is also an analysis of the AVOD and SVOD model to ensure a complete balancing act to ensure growth in the pattern. There is also an analysis of the ways to ensure that mitigation of challenges in OTT is done to ensure benefit for work (Lee et al. 2022). The analysis of the content innovation and its influence on the Content innovation, USP, and Intent to Stay Invested in the workplaceisalsofound.

1.4 Research Aim

Theaim oftheresearchis “Find out how the VOD model is implemented through OTT and its approach towards content innovation.”

1.5 Research Objective

Theobjectiveoftheresearchisthefollowing: 

To find out the consumer satisfaction level in watchingtheOTTplatform.

To find out the reason that is spent through consumersonanOTTserviceandwhy.

To analyze the approach for content innovation andtheApproachforcreatingUSP.

International Research Journal of Engineering and Technology (IRJET) e ISSN: 2395 0056



To find out the specific intention of the time and moneyinvested.

1.6 Research Question

1. What is consumer satisfaction with watching the OTTplatform?

2. What is the reason for the comeback and time spentbycustomersonOTTservice?

3. What is the approach for content innovation and approachforcreatingUSP?

4. What is the specific intention of time and money received?

1.7 Research structure

1. The initial chapter is the introduction where the introduction of VOD service and different VOD modelsispresentedalongwithexamples.

2. The second chapter is the literature review that analyzes the hypothesis to ensure strong and effectivegrowth.

3. The thirdchapter isthe researchmethodology that takes into consideration the Data Collection Method along with Research Approach, and ResearchDesign.

4. The fourth chapter is the Data analysis method that helps to analyze the collected data from the work.

5. The fifth chapter in the research is the Conclusion and Recommendation to ensure strong and effectivegrowthforwork.

2. Literature Review

2.1 Introduction

This review of the literature is done to find out a detailed analysisoftheOTTplatformsalongwiththeiradvantages anddisadvantages.TheapplicationoftheSVODandAVOD model along with their link with customer satisfaction is presentedclearlyintheliterature.Theexplorationprocess also includes the reason for innovation and the different styles of innovation used in the OTT platform. The advantage and disadvantages of the different models are presented along with the analysis of the reason for which growthintheworkisdone.

2.2 Time invested through consumers on SVOD and AVOD platform

Based on the analysis of time spent on AVOD, it is found thatthere isa growth ofaround 9.3% by the first quarter of2021,andasaresultofthis,thereisagrowthof38%in work.DuringthesametimeofSVOD,thereisacontinuous decreaseofworkbyaround8.6%toreacharound32%to ensurethatthereisastateofCTVreport.Hence,itisclear that the ad supported video service has surpassed the

higher profile subscription based service convincingly to ensure growth in work. TVision has also stated that there isalsotheimportanceofstrongadvertisementand media buyers that is concerned to reach consumers (Palomba, 2020).Thishappensifthereisacutinthecordoftheshift for add free services such as Disney Plus, Amazon Price, and Netflix. The use of such factors is also influential for the companies to ensure that there is a presence of Add freeservice toensuregrowthincustomersatisfaction.

Ontheotherhand, Pakula,(2021) thereisa largeform of consumers that would embrace an ad supported streaming service that works with the help of largely dissipated viewers. The dissipated viewershave grown to see more and more preference for the AVOD service over the SVOD service. The main reason behind this is that SVOD provides organized content at a premium price and AVOD has a large diversity through the help of engaging content. It is seen that the demand from the streaming device of the viewers changes from time to time to deal with all the active users. There is also the representation of the work to ensure that there is clearness during the UpfrontintheSpringtoensurethatthestreamingservice dealswithallthechallenges.

There is also a seller in media that helps to keep the people ready to ensure that media sellers are ready to moveontheCTVinabigmanner.However,itisfoundthat theattendancerateforthe advertiserislowerontheCTV andthisinfluencesthewaysworkisbeingdone.Thereisa need for advertisers to ensure that there is an investment in the CTV to optimize the media plans. With more than 64% of the people on the Wi Fi connection for streaming the online videos and it has grown from only 17% from thepre pandemiclevelglobally(LeowarinandThanasuta, 2021). The main benefit of this is that the advertisers can optimize their frequency along with their length, content, and alignment.

In terms of customer satisfaction, it is stated that the customersatisfaction inSVODisaround75outof100and has maintained a score of above 62 for the last 10 years. BasedonthestatementofEklund,(2021)themainreason behind this is that Streaming Video performs better than traditional delivery. The use of the Pay TV video on demand(VOD) serviceintheAT&TU verseisinfluentialto dealwith VerizonFiOS toensurethatitperformsbetterin comparison to customer satisfaction. There is also the presence of an IP delivered skinny bundle service to ensure that they deal with the AT&T service to deal with DirecTV. Dish’s Sling TV is also considered to be among the lowest out of all the SVOD services even though it is tankedbiggerincomparisontothetraditionalTVservices. On the other hand, Kennedy and Pai, (2021) have stated that there is a presence of SVOD service that has changed customer expectations through customer experience. The use of ACSI service is attributed to the high level of

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International Research Journal of Engineering and Technology (IRJET) e ISSN: 2395 0056

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performancewiththehelpofSVODtoensurethatthereis complete personalization. There is also the presence of lower prices, and ease of work to ensure that there is the presence of simplicity, better customer service, and mobility. Thereisalsoagrowingpriorityoftheavailability ofthecontentserviceasthereisthegrowthofthepriority of the video consumers. The use of Streaming services has also faltered based on the availability of the present contenttoensurewhetherTVseasonsormovies.Thereis also the presence of customers dinged through Pay TV VODservicethroughalackofpastTVtodealwiththeon demandcontent.

2.3 The reason behind the comeback of the OTT platform

With the growth in the marketplace of OTT in online streamingservices,itisfoundthatconsumersarelooking forcontentthroughopportunityandadvertisement.

The article published in YourStory has stated that the presence of a data driven approach is the main reason behind the growth. Theuse of Dynamic Advertising with a data driven approach ensures that OTT becomes a hot asset for all advertisers (YourStory, 2022). The use of Dynamic Ads is used for ensuring that there is an automaticchangeintheorderofthecontenttoensurethe promotionofalltheusers.Theuseof DynamicAdvertising isavailablewiththehelpofOTTandithelpstoensurethat there is a presence of a tailored version of the advertisement (Palaming, 2022). The use of a data driven approach is done through OTT advertising to ensure that therightmessagereachesglobally.Thepenetrationofthe OTTplatformhasgrownbyaround27%globallybetween the age group of 18 years to 35 years of age. Hence, dynamic marketing through online platforms helps them tokeepupwiththepaceofthechangingnatureofyouth.

The main reason behind this is that each member of the differentformofdevicesensurethattheycanmakeuseof OTT platforms at the same time. It is also true that OTT platforms are also preferred for first time users as they are considered to be excellent mediums to deal with enthusiasm(Palaming,2022).Itisalsotruethatthereisa data drivenapproachinOTTadvertisingthathelpstofind out the right message to be delivered to the right consumer.

The statement of Schauerte et al. (2021) the ease of storytelling is done completely in the workplace through the customers. There is also the presence of OTT ensures that there is the consumer to ensure that there are many perksandensurethatitisrighttochoiceofcontent.There is also the presence of multi screen play at any time to dealwithallthecontentinvariousplaysofcontent.

2.4 The approach for content innovation and creating USP

Theapproachofcreatinga brandisdone with thehelp of usingtheReachModeltoensurethatthereisapresenceof websites.Theuseofthe Reachmodel isdonewiththehelp of the websites through the offline media to ensure that building the traffic is done for driving cost. Under this model, there is a need for OTT platforms to innovate to ensuregrowthindemand.

Based on an article published on the website named Axinom, itisfoundthatthereisaneedtohaveinnovation in the service of the OTT platform. An important innovation in today’s streaming includes Subtitles, Video Content, and Objects thathelptocreatetheframe.Thereis alsothepresenceof ContextualAdvertising withthehelpof image recognition and indexed words are done through enoughkeywords.Sucha formofinnovationisapplicable fortheAVODdesigninthecaseofadvertising.Inthecase of YouTube, most of the video consists of relevant ads linkedwiththecontentofthevideoandithelpstocreatea strong and effective campaign (Axinom, 2022). Adds consistingofaparticularactorandparticularobjectonthe screenarealsoinfluentialtoattractmorestudents.Insuch a scenario,thedetailsregardingtheadsareautomatically stitched to the scenario and pushed together to automaticallydealwithnotifications.

Ontheotherhand,Chalaby,(2022)hasstatedthatthereis aneedfortheSVODservicetoensurethatthereareglobal regions and ensuring different costs. Ensuring cost sensitivity needs to ensure that there is growth all across theworldineffectiveness.Forexample,SVODserviceslike Netflix, Amazon Prime, HBO Max, Sony Liv, and Zee5 are making use of different prices for reaching different places. The average cost of the service for each month is $8.15 for the basic plan and the rate is around $15.15 in the US places. In the case of the price, it is found that the cost of 499/month for normal resolution and Rs. 649/monthfor1080p resolution. Thereisalsoa different form of service for each media platform such as Premium Service, and StandardService.

On the other hand, Gillezeau, (2021) has stated that the use of the Hybrid model is the latest innovation that is working perfectly for the monetization model. In the case of the Hybrid Model, the SVOD and AVOD service gets combined to deal with the challenge. Another important form of streaming service is not considered to be affordableforthelocalpeople.Theauthorhaspointedout the advantage of the hybrid service as the streaming service gets the best of both forms of service. OTT platforms that make use of the platforms feel happy and can make the platforms more profitable, On the other hand, Fleischman et al. (2021) have also stated that it is difficultforthecreatortofindouttherighttoolsthathelp them to take advantage of this. Deciding the amount of

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financial investmentneeded tobedoneinwhichplatform is a complex scenario. There is a need to assume the customers, which can become challenging if there is a miscalculation. Citing an example, the author has cited Zee5, which takes into consideration both the SVOD and AVOD to ensure gain as it is expected. Such an innovative method has not given any form of growth that influence theworktoensurebenefitforgrowth.

2.5 Finding out the intent of the time and money for making an investment

Investing time and money is done to enhance the quality of the content that is being presented by the customers. Thequalityofthecontentisthedecidingfactorbehindthe increase in the number of views for the SVOD platforms. On the other hand, the main role of the AVOD platform is to ensure that there is improvement in the algorithm to makepeoplereachtheirfavoritetopics.Ontheotherhand, NayakandBiswal,(2021)havealsostatedthatOTT based streaming and content based geo demography also presentanimportantroleinbringingnewwork.Themain reason behind the investment of time and money is to expand the customer base all across the world. Based on the statistical data, it is found that more than 90% of the youngsters in the EU have been making use of SVOD platforms like Netflix and Amazon Prime. Along with this, the use of AVOD platforms like the staff is also influential forthecompaniestoensurestrongandeffectivegrowth.

2.6 Conclusion

Based on the above analysis, it is concluded that both the SVOD and AVOD have their distinct set of characteristics that helps them to grow. However, the main reason why AVODbecomesabetterplatformisthatitcanbeaccessed for free and there is all form of diverse topics that can be found under the same platform. As a result of this, the AVOD platforms can be used for educational purposes along with entertainment purposes and it makes for a completejob.

2.7 Conceptual framework

2.8 Literature gap

Thisreviewoftheliteratureisinfluentialinfindingoutthe reason that influences how different OTT platforms influencelives.Themaingapintheliteratureisthatthere is limited analysis of the growth of the OTT platform sector wise. For example, the benefit of price differentiation in making the growth of different places is something that is needed to be discussed. The algorithm behind the AVOD marketing where content related to specificvideosispresentedinthemarketingisalsostated clearly.

Chapter 3: Research Methodology

3.1 Research Approach

The use of the inductive research approach is done to observehowworkisbeingdone.Theuseofthisapproach iseffectiveduetothepresenceof flexibility intermsofthe collection of the data such as the Qualitative and Quantitative data collection methods. The collection of qualitative data is done to find out the advantage and disadvantagesofAVODandSVODservices.Thequalitative data also analyzes how the use of the Hybrid model is doneproperly.

3.2 Research Design

The use of exploratory research design is done in the research to find out the concept of the AVOD and SVOD. Theuseoftheworkisalsoinfluentialinknowinghowthe video streaming service has changed over time. The preference of the customers in terms of the brand among the two models and the viability of the hybrid model is also discussed clearly in the research process. The latest form of innovation in terms of the cost and price that is presentedclearlyintheworkplaceisalsopresentedtome (HalamaandHudikova,2020).Avideoisanentertainment option for human beings and this service is also explored intheresearch.Theinceptionofthenewfacilitieslikethe VOD, AVOD, and TVOD along with their impact on human behavior is explored. It is also important for the companies to ensure that there is a strong and effective benefitforthework.

3.3 Data Collection Method

Theuse of primaryand secondary data collection method isusedtocollectthedataandpresentittothepeople.The use of primary data collection method is done to collect quantitative data about the effectiveness of the VOD service. The application of the primary data collection is done with the help of a Survey to ensure strong and effective benefits for work. There is a question about the trend in innovation and the trend regarding the OTT and themodelssuchas AVODandSVOD models(Salwa,2021) The use of secondary data collection is also done for

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making the collection of qualitative and quantitative data. Theuseofthe Secondary Data Collection methodisdone with the help of journals and articles from Google Scholar and Google respectively. This makes the data analysis efficient.Inthiscase,thelevelofefficiencyisontheverge of success. In this research, exploratory research is being conducted and it is brewing based on the intentional essence of the data analysis options. The journal and article help to take data about five different articles that benefit to analyse the working process of the work (Deloitte Insights, 2022) The spending factor of the customersisbasedonthesocialclassdivision.Inthiscase, theupperclassismoreaddictedtotheessenceofOTTand the middle class is less prone to OTT. The modern world has benefited from the essence of content innovation and itisbeingconsideredwithmarginallinealitybasedonthe formulationoftheUSP.

3.4 Sampling process

Theuseofthe Random Sampling methodisimplemented in the workplace to ensure that there is a strong and effectivebenefitforwork.Theuseof Random Sampling is implemented with the help of a total of 500 people in various places of metro cities. Among them, 200 people are used with the help of validation to ensure that checkingofreliabilityisdoneproperly.Alongwiththe200 people, another additional 300 people are also dealing with different people to know about the advantage and disadvantages of the work. The reason for making selection of the random selection is that it helps to find ouit the general point of view through the selection of randompeoplewithoutanyformofapreconceivednotion.

3.5 Ethical Consideration

Theethicalconsiderationfortheworkarethefollowing:



The ethical consideration of the work includes ensuring that all the collection of the information isdonefromtheauthenticresource.

Chapter 4: Data analysis and interpretation

4.1 Introduction

The data analysis is the kind of consideration in the essenceofthevalueoftheinformationwhichisbeingused in the research are being verified with precision. The use of data analysis provides the essence of sequencing and classificationofdata(Yan etal. 2020).Thepotentialofthe dataisperhapsbestcapturedinMoneyball.Itprovidesthe considerationbasedontheunderstandingthatverification and identification are needs of data analysis (Yan et al. 2020).

The modern world is having a changing dynamic and it is being based on ensuring the operations based on the increment of the level of efficiency. Video is the entertainment option for human beings and this service has been on the verge of innovation. The use of the new facilities like the VOD, AVOD, and TVOD provides human beings to have better essences and dight in their relinquishment needs. This also provides the essence of linear considerations based on the inclusion of the sophisticationdynamics.Thisprovidesthemodernhuman beings to have more rationale in their entertainment activities and it has also provided linear improvisational essences of marginality and this has been identified with summarization.

4.2 Primary data collection (Survey)

Data analysis is the kind of consideration in which the intentionofmakingaproperperspectiveisneededforthe purposeoftheexecutionoftheresearch.Thisprovidesthe use of the efficient survey approach which is linear in terms of flexibility and the consideration in this consideration the use of the qualitative data analysis is being considered. The use of the survey provides the proper theoretical information and which are linear in configuration (Yan et al. 2020). The survey is also linear with the secondary research and it provides linear stability.



There is proper referencing of the information is done to make all the users gain strong and effectivebenefits.



The analysis of the data is done in a non biased manner so that people get to know about the advantageanddisadvantagesofwork.



Thereisthemaintenanceofproperconfidentiality anditalsoprovidestheessenceoflinearityinthe processofresearchmethodology.

The survey provides the inclusion of specific information based on the terms and subject of the research. In this confederation,thedatawhicharebeingusedareproperly filtered and derivedfrom the website,articles, books,and journals (Heeringa et al. 2017). This makes the primary dataanalysisefficient.Inthiscase,thelevelofefficiencyis on the verge of success. In this research, the exploratory researchisbeingconductedanditisbrewingbasedonthe intentional essence of the data analysis options. This provides the essentials of understanding the viability of the survey. This provides the use of proper and linear inclusions which can provide the survey to be more preciseandlinearinformat.Thisalsoprovidesthesurvey tobeempiricallyeligibleandtheoreticallyreflectedbased onthesourcesandintentionsusedbytheresearchers.

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Through the use of the primary data analysis in the research the proper information can be circulated to the individuals. It will provide the business dynamics and organizational works to have better precision. This will provide linear advantages to the organizational campaigning process. This also provides suggestions for the minimization of the operational expenses. It also providestheessenceofprecisionlevel whichisneededin the essence of data modulation of the survey (Mölder et al. 2021). This provides the survey to be more pragmatic and it also provides linear benefits. This also provides innovation in the communication flow and information circulation. Data analysis is efficient in the receiving responses based on linear methodology (Mölder et al. 2021).

Morethan $70000 50 10% Total 500 100%

Q1:Whatisyourage?

Areaof responses Numberof respondents Percentage

Between18 25 250 50%

Between25 32 150 30%

Between32 29 80 16% Morethan30 years 20 4% Total 500 100%

Apple TV+ 8% 64% 30%

Others I do not have any subscripti on 6%

Graph2:Earningoftheparticipants

Q3:WhichoftheOTTplatformyouhavecurrently subscribedin?

Areaofresponses Numberof respondents Percentage

Disney 18% 9% 8% 18%

Graph1:Ageofparticipants

Q2:Whatisyourearningannually?

Areaof responses Numberof respondents Percentage

From$45000to $50,000 210 42%

From$50,000to $55000 120 24%

From$55000to $60000 90 18%

From$60000to $65000 30 6%

Netflix 170 34% AmazonPrime 56 11% UDDigital 60 12% HBOMax 45 9% AppleTV+ 40 8% Disney 90 18% Others 10 2% Idonothaveany subscription 29 6% Total 500 100%

6% Yes No Cannot say 34% 11% 12%

2% 6%

Graph3:UseoftheOTTPlatforms

International Research Journal of Engineering and Technology (IRJET) e ISSN: 2395 0056

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Areaof responses Numberof respondents Percentage

Yes 320 64% No 150 30% Cannotsay 30 6% Total 500 100%

Areaof responses Numberof respondents Percentage

Stronglybelieve 193 39% Neural 140 28% Donotbelieve 89 18% Can’tsay 78 16% Total 500 100%

Graph4:UseofVODmodel

Q5:InaregularweekhowlikelydoyouusetheOTT platformsforwatchingmovies,webseriesandothers?

Areaof responses Numberof respondents Percentage

Extremelylikely 140 28% Verylikely 130 26% Moderatelylikely 156 31% Slightlylikely 56 11% Idonotuse 18 4% Total 500 100%

4.3 Analysis

Through the use of the data analysis, the value of the research subject has been understood that primary research has been used and it has been based on the processofsampling(Kamilaris etal. 2017).Itisalsobased ontheuseofcontemplationmethodsoftherespondentsof the individual (Kamilaris et al. 2017). It has been understoodthat11%respondentsuseAmazonPrime.The 9% respondents use HBO Max. Most of the respondents have an earring from 45000 to 50000 USD. Most of the respondents are involved in Netflix. It is then followed by the vision of Amazon Prime and UD Digital. The ethical concernsarealsobeinginvolvedinthisconsiderationwith theessencesofmaintenanceofproperconfidentialityand it also provides the essences of linearity in the process of research methodology. Through the use of the data analysisthemostofrespondentsareof18to25age.Most of the respondents like the essence of the VOD model of entertainment. Most of the respondents like to have OTT platforms. Most of the respondents like the consideration that the VOD business plan will provide modernizable benefits.

4.4 Qualitative analysis

Graph5:Weeklyusageofonlinevideoportals

Q6:DoyoubelievethattheVODBusinessplanisthe futureofcinematicindustriesandentertainment?

The analysis of this research is benign based on understanding the advantage and trends of the VOD and other kinds of video services. It also provides the use of SVOD and AVOD models to better ensure the inclusion of

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the entertainment services. This provides the essence of ensuring innovation which provides the mitigation of the OT dilemmas. This provides the organizations which are circulating the features of the VOD will have made some investmentsandafterthat,theprobabilityoftheinvesting process will be increased in a precise way and it will providelinearadvantages.

Ithasbeenunderstoodthatmorethanamoderatelevelof the customers of the world have been satisfied with the use of OTT platforms. This provides the consideration whichislineartotheessencethatinthetimeoflockdown and social distancing the rate of the OTT usage has been increased and it has been understood that the customers are being happy. The spending factor of the customers is based on the social class division. In this case, the upper class is more addicted to the essence of OTT and the middleclassislesspronetoOTT.

The essences of the entertainment are of classified version. SVOD provides the representation of add free gatewaywhichprovidesthestreamingservices.Theseare being connected with the Sony Live etc, HBO max, Hulu, AmazonPrimeandNetflix.Itisalsobasedontheuserapy actions in the subscription process. The AVOD is the freemium VOD model which provides the customers to have essences of watching advertisements based on their subscription process. This will provide the essences of consumingdesirablecontent.TheTVODistheoppositeof the subscription video process and it provides the essencesof purchasecontent based on payperview. This provides the essences of service trends which are based on the new kinds of releases and it also provides the essences of high revenue to the organizational business dynamics. It also provide linear video streaming facilitates.

4.5 Summary

The modern world has benefited from the essence of content innovation and it is being considered with marginal lineality based on the formulation of the USP. This provides the significance that customers are loving innovationandit istheessenceoflinearsophistication. It canbeunderstoodthatthecustomershavemadeaproper investment in their entertainment purposes. It has also provided the solution that the organizations which are involved in this investment process are having linear successes.

Chapter 5: Conclusion and Recommendation

5.1 Conclusion

Based on the above analysis, it is concluded that there is continuous growthintheuseofOTTplatformsduetothe shift among the young generation in their entertainment. Most children do not use television as their primary

source of entertai9nment and due to this, they shift towards the OTT platform. The main benefit of the OTT platform is that it helps to provide a detailed analysis of how work is done in the workplace. A different form of model that is used in the OTT platform is the AVOD and SVOD platform which provides a different form of the model. The use of AVOD has grown significantly in comparison to the SVOD due to its strong and effective benefit for the work. The main advantage of the AVOD model is that there is a strong and effective benefit for work to ensure the continued effectiveness of the work. There is also a need for the companies to ensure strong andeffectivebenefitsintermsoftheadvertisementandit helpsthecontenttoreachmorepeople.Ontheotherhand, theSVODplatformshavealsochangedtheircontentasper the present expectation. There is also a need to deal with content availability to ensure that there is a growing priorityforthespecificnumberofvideoconsumers.There is also the presence of innovation in terms of pricing strategy and service strategy to ensure greater penetration for the customers. However, making the inclusion of the Hybrid model is challenging and has not succeeded as the investment becomes more and more beneficial. On the other hand, there is also a challenge in terms of dealing with the workers to ensure more innovation.

5.2 Recommendation

1. The OTT platforms are recommended to build upon the Target Group to ensure that there is a recurringandensuringessentialpartthroughthe OTT strategy. This helps people to know about customer behaviorandasa resultofthis,thereis theanalysisofthebehaviorofwork.

2. There is also numerous form of digital and traditional channels to ensure that there is the promotion of the specific OTT content. There is also the place of the internet to deal with video distributionwiththeuseof over the air broadcast networksandalsocablenetworks.Hence,thereis aneedtomakeuseofthedistributionchannelsin Target Groups to ensure that there is active behaviorforthework.

3. Lastly, there is also a need for companies to emphasize the aspects of the cyber security so that all the users are kept safe. To ensure cyber security,thereisaneedtoenhancetheprocessso thatthereisastrongandeffectivebenefit.

Reference

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Chalaby, J.K., 2022. Global streamers: Placing the transnational at the heart of TV culture. Journal of Digital Media & Policy. From (https://www.ingentaconnect.com/content/intellect/jdmp/ pre prints/content jdmp_intellect_00083)

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