OTT PLATFORM AND GREEN BANKING : A CASE STUDY OF CHHATTISGARH STATE

Abstract

The rise of OTT platforms in the modern era of globalization has made them a mainstream media option worldwide. These platforms enable direct access to target audiences, contributing to significant growth in the online entertainment industry. Advancements in online delivery systems have made it easy for consumers to access OTT platforms through the internet. As a result, over-the-top services are shaping the future of media, leading to the emergence of various industries in the OTT platform market due to a surge in subscribers. Viewers can access movies, series, and video content through OTT apps on internet-connected devices such as smart TVs, mobile phones, laptops, computers, and tablets, etc. With reliable internet services, viewers can enjoy significantly improved audio and visual quality. OTT services cater to a wide range of audiences, from the youngest to the oldest generation. It's common for consumers and even bank employees to quote movie dialogues and songs, which reflects the influence of OTT platforms on both positive and negative cultural aspects in today's society.