This week I gathered literature and wrote a paragraph about the information in the literature so that it would be easier to know what information is on it.
Literature Collected.
Garima, S.N. and Dr Surbhi, D. (2020). Role of Covid as a Catalyst in Increasing Adoption of OTTS in India: A Study of Evolving Consumer Consumption Patterns and Future Business Scope. Available at: https://www.amity.edu/gwalior/jccc/pdf/dec_28.pdf [Accessed 12 May. 2023].
This research paper speaks about the current streaming service trends and evaluates their impact on various consumer segments.
This paper specifically highlights the changes observed during and after the COVID-19 pandemic and it was found that 87% of consumers felt that their use of streaming services increased during the pandemic and increased thereafter due to the flexibility of working from home.
Sunitha, S. Dr, Sudha, S. (2020). Covid-19 Conclusion: A Media And Entertainment Sector Perspective In India. Available at:
The author claims the impact of COVID-19 on the usage of various Media and Entertainment Services. It was found that people were using online platforms more for entertainment instead of the television as it telecasted old or repeated episodes during the lockdown in 2020.
Horváth, Á and Gyenge, B. (2021) Movie Consumption Related Trends and Countertrends In Consumer Behavior. Available at:
https://essuir.sumdu.edu.ua/bitstream-download/123456789/83945/1/Horvath_Movie_Consumption.pdf [Accessed 12 May. 2023].
This paper highlighted the emergence of consumer trends and special demands that began years ago and accelerated during COVID times. While digital content providers and the movie-producing companies themselves shifted relatively smoothly towards new broadcasting models, brick-and-mortar movie theatres have had their operations halted in such a manner that their resumption after the pandemic also became uncertain.
Allan, V. (2020) The Future of Content Creation: Virtual Production Unlocking Creative Vision
and Business Value [Accessed 12 May. 2023]. Available at:
This paper speaks about how content creation has evolved over the years, and specifically how streaming services have started investing in original content creation. Prior to the pandemic, visual effects would be used mainly in cinema films. During the pandemic, content consumption shifted towards streaming services, which were far more accessible. In 2019, Netflix spent $15B on original content creation, which is the same amount as ViacomCBS, the parent of Paramount Pictures. These players are competing not just for customers, but also for content production resources and this has helped VFX to get a better foothold in content for online platforms.
Zubaida, N and Hushinaidi, A.H. (2023) Implication of Extended Reality in Visual Effects Industry for Virtual Production. [Accessed 20 May. 2023] Available at: https://www.atlantis-press.com/proceedings/iccm-22/125979756
The paper highlights the implications of the latest technology i.e., VR & XR immersive virtual environments in the creation of real-time limitless visual aesthetics for films.
Animation & visual effects technologies influence global production trends & digitalization of cinema from 1990 to 2020
This paper describes in depth, the number of movies and the level of visual effects in each film, in each of the major production houses and how this has affected the revenue over the past 3 decades.
GROWTH OF OVER-THE-TOP (OTT) VIDEO SERVICES IN INDIA
The lockdown enforced during the COVID-19 pandemic has altered behavioural patterns in people. The sudden change in consumer’s social activities has shifted the mode of entertainment to video streaming services rather than regular television or theatres owing to additional benefits like on-demand services and ease of access
Next week I will start writing my proposal and structuring a few questions for the heading of the topic and subheadings under it.