📄 Abstract
The rapid expansion of online streaming platforms (OTT) has brought significant changes to the cinema and television industry, particularly in urban centers like Coimbatore City. This study aims to examine how streaming services have influenced audience viewing behaviour, industry revenue models, and the overall consumption of entertainment content in the region. With increasing internet penetration, smartphone usage, and digital awareness among consumers in Coimbatore, OTT platforms have become a preferred mode of entertainment, offering convenience, flexibility, and personalized viewing experiences. The research explores the shift from traditional television viewing and theatrical movie-watching to on-demand digital content consumption. It also investigates the growing trend of binge-watching and its impact on audience engagement. Furthermore, the study analyzes how streaming platforms have affected cinema hall attendance and television viewership, leading to changes in revenue patterns and content distribution strategies. The rise of regional content on OTT platforms has also contributed to increased audience satisfaction and cultural relevance. A quantitative research approach is adopted, using structured questionnaires to collect data from streaming platform users in Coimbatore City. The findings are expected to highlight both the challenges faced by traditional media and the opportunities created by digital transformation. Overall, the study provides insights into how online streaming is reshaping the local entertainment ecosystem.
📚 How to Cite:
K. Srimathi, Dr. R. Devapriya , IMPACT OF ONLINE STREAMING ON CINEMA AND TELEVISION INDUSTRY: A STUDY ON COIMBATORE CITY , Volume 12 , Issue 6, June 2026, EPRA International Journal of Multidisciplinary Research (IJMR) , Pages: 749 - 752 , DOI: https://doi.org/10.36713/epra30701