Pengaruh Kehadiran Platform Over-The-Top terhadap Penurunan Minat Menonton Film di Bioskop

Abstract

The rapid development of Over-The-Top (OTT) platform such as Netflix, Disney+ Hotstar, and Vidio in Indonesia has fundamentally altered the entertainment consumption patterns of its society. This digital transformation was further accelerated by the COVID-19 pandemic, which forcibly changed the viewing habits of Indonesian audiences. This article examines the influence of OTT platform presence on the interest of Indonesian society in watching films in cinemas, considering aspects of convenience, flexibility, economic factors, and the dynamics of the national film industry. Employing a literature review approach with a qualitative-descriptive method, this study analyzes data on cinema audience trends, OTT subscriber growth, post-pandemic consumer preferences, and relevant theoretical frameworks. Literature sources were drawn from national, and international journals published between 2019 and 2024. A significant correlation exists between OTT user growth and the decline in cinema attendance, particularly during the 2020-2021 period; however, the decline cannot be attributed solely to the presence of OTT platforms, as the pandemic factor also played a dominant role. Analysis reveals that the impact of OTT is uneven: in large cities with high internet penetration, competition is more pronounced, while in remote areas OTT has become the only means of public access to films. The relationship between OTT and cinemas is more complementary than directly competitive; each serves different needs within the film consumption ecosystem. Strategic collaboration between OTT platforms and cinema operators is needed, including optimal release window arrangements and improvements to the quality of film production on both platforms.