The Impact of over the Top (OTT) Platform on Malaysian Cinemas

Krishnan Moorthy, Veraavarathan (2023) The Impact of over the Top (OTT) Platform on Malaysian Cinemas. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

OTT platforms have significantly impacted cinemas. They provide convenient access to a wide range of content at lower costs, leading to changing audience behaviour. This has resulted in declining cinema attendance and revenue. However, cinema still offers a unique cinematic experience that attracts audiences seeking immersive viewing on large screenThis study investigates the factors influencing audiences' choices between Over-The-Top (OTT) platforms and cinemas in the context of the Malaysian creative industry. The research aims to identify the internal and external factors that determine these choices and perceptions on OTT platforms and cinemas. Therefore the researcher is required to do a google form of 100 respondents across Malaysia who have experienced with both OTT Platform and Cinemas. The Innovation and Diffusion theory were used to test the research question. Keywords: Over-The-Top (OTT) platforms, cinemas, Innovative diffusion theory, Audience preferences.