• HARSHAL TAYADE
• PRANAV SONAWANE
• RIDDHI CHAUBE
• KHUSHI GORI
• DR. KANCHANA SATTUR

This research paper explores the problems created due to the paradox of choice on the OTT platform. In this paper, researchers focus on respondents who belong to Generation Z (age group 11 to 27). Gen Z has witnessed the birth and rise of the OTT industry(from 1997 to till date). The Entertainment Industry has a tremendous mark on human life. There are various sources of Entertainment prevailing for many years and the OTT platform is one of them which started around 2008 in India. The spread of COVID-19 and lockdowns worldwide proved to be a remarkable boom for the OTT platforms. OTT provides a wide range of content giving its viewers abundant choices on what to watch. The majority of the users of the OTT platform belong to Generation Z. The objective of the research is to study problems created due to the paradox of choice in their understanding and analysis of the topic on different parameters. Researchers found that respondents face the problem of a paradox of choice while using an OTT platform. Researchers have also provided some solutions for users as well as OTT platforms.

GEN Z, Paradox of choice, covid 19, OTT platforms, Entertainment industry,

"GEN Z AND THE PROBLEM OF PARADOX OF CHOICE ON OTT PLATFORM", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 4, page no.l472-l484, April-2024, Available :http://www.jetir.org/papers/JETIR2404B64.pdf

"GEN Z AND THE PROBLEM OF PARADOX OF CHOICE ON OTT PLATFORM", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 4, page no. ppl472-l484, April-2024, Available at : http://www.jetir.org/papers/JETIR2404B64.pdf