The accelerated progress of e-commerce websites led consumers to become habituated to online shopping. Most of the consumers proceed to buy the good after going through the online reviews and experiences of other buyers to reduce the personal time and

OTT platform massively influenced our lives. It changed consumer behavior, increased personalized experience, and has created creaky competition among traditional media platforms. The enlarging digital platforms have raised questions about the distribution of viewership on traditional media with digital OTT platforms

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