International Journal of Recent Technology and Engineering (IJRTE) ISSN: 2277-3878, Volume-7 Issue-6C, April 2019 Unfurling the Latest Patterns of Entertainment Consumption by Indian Audience: A Twitter Sentiment Analysis Devesh Lowe, Bhavna Galhotra, Yukti Ahuja sharp, realistic, international content. A report on the growth Abstract: It is explicit that Online Video programming has of digital media by Deloitte estimated that India had over 200 emerged on the Indian entertainment landscape and is pleasantly million online video viewers by the end of 2016.In fact, by the thriving on binge watching, the “anytime, anywhere” content. By end of 2017, India had 462 million active internet users of far, Television has been the most watched and trusted media for which 430.3 are mobile internet users [1]. An offshoot of this Indian audience but the OTT media has given an alternative channel for entertainment. In this paper the authors investigate trend is binge watching, arising consumption of online video viewership metrics by adjudging opinion through Tweets and content. According to the Indian Media and Entertainment studying them qualitatively and quantitatively. Tweets have been Report 2017 by KPMG India and the Federation of Indian captured for popular TV shows and trending web series in the year Chambers of Commerce and Industry (FICCI) [2], between 2018. Results showcase growing fondness for web content and are 2016 and 2021 mobile video traffic in India is expected to indicative of web based video programming sustenance. The study grow at a compound annual growth rate of 68% and the is a first of its kind in India meant to explore the urban audience number of video capable devices and connections is expected viewership pattern using Twitter Sentiment Analysis. to grow 2.2 times, crossing 800 million in number. Video is expected to grow to 78% of the overall mobile data traffic by Index Terms: Television, online video program, web-based 2021. Also, on the budget side, if the amount of money spent program, Twitter Sentiment Analysis on direct to home services along with movies at multiplexes is clubbed, the subscription of VOD platforms stands I. INTRODUCTION economical. The online streaming space is presently choc-a-bloc with service providers and competition is red hot. Entertainment in India is undergoing a transition, from the Players like Hotstar, Voot are wooing audiences with both family ritual of watching TV together, to an individual, free and pay by view TV programs and movies to gain a preference-based video content consumption. In January stronger foothold in the market. 2016, Netflix, an international video on demand (VOD) Apart from making entertainment individually accessible, platform offering a library of TV series, documentaries and VOD platforms have enabled access to quality content. films, launched itself in India. Soon, the mainstream Indian International shows can now be seen legally, and without TV channels launched their VOD platforms — Viacom18 censorship, Indian stories with more urban themes such as launched Voot in March 2016; Are launched in April 2016. homosexuality, mafia wars, mature content as well as comedy By December 2016, Netflix wasn’t the only international have been able to reach their audience. platform in India. Amazon also launched Prime Videos in Television has been the go-to medium for entertainment since India with its bank of international TV shows and films. years until its virility was challenged by the newer formats Over the top (OTT) video consumption is a technology with superior content, promising star cast and exceptional alternative that allows the replication of traditional home production. entertainment in a digital context, which can be consumed Digital Consumer Survey stated that the percentage of either on fixed broadband or mobile internet. The consumers who preferred to watch programs on television contemporary flavors of the content make it even more sets tumbled by a significant 78% in the past one year [3]. appealing. While these platforms intend to captivate the This insight was powerful enough to motivate the researchers millennials, at the same time are cognizant of the fact that it to explore the sentiments of viewers on television as well as would be herculean to make a dent in the existing monopoly online platforms. The same has been done through a powerful of television content in the country. Indian households taste social media tool, Twitter. Now a days People can easily share for television program consumption was built over content the information, knowledge, thoughts and experiences with comprising submissive daughters-in-law, vamps, with the world by using the social Media websites like blogs, everything extravagant and larger than life, also included forums, social networks, tweets and so on [4]. Due to its cheesy romances and family dramas alongside the reality widespread popularity, there is a massive amount of user shows. The new kids on the bloc speculated that an audience, reviews or opinions produced and shared daily. Twitter being tired of the melodramatic sagas, would flock to VOD for its one of the most widely used social media micro blogging sites. Revised Manuscript Received on December 22, 2018. Devesh Lowe, Assistant Professor, JIMS Rohini Sector-5, Delhi Bhavna Galhotra, Assistant Professor, JIMS Rohini Sector-5, Delhi Yukti Ahuja, Assistant Professor, JIMS Rohini Sector-5, Delhi Published By: Blue Eyes Intelligence Engineering Retrieval Number: F90440476C19\19©BEIESP 135 & Sciences Publication Unfurling the latest patterns of Entertainment Consumption by Indian Audience: A Twitter Sentiment Analysis In the current study we try to present a sneak peek into the to leverage the connection between the TV viewers and viewership with the help of Twitter Sentiment Analysis digital views. This gave valuable means to communicate capturing data for perception towards both-country’s top brand messages to the wider audience, and also grew the rated television programs and the alternate entertainment audience share. web-content platforms. The work is divided into the following sections-Introduction, Methodology, Analysis and discussion followed by III. METHODOLOGY Conclusion. II. LITERATURE REVIEW The study investigates the opinions of Indian viewers a. Twitter as a tool: Umman, Diren and Ceimil(2017) expressed on Twitter about popular television shows and [5]discussed the wealth of data generated by billions of online video programing. Twitter is one of the micro blogging tweets, shares, posts and discussionson social media every site used by, many people to make the best choices based on day. They dwell upon the significance of these platforms and others opinions, the biggest task to analyse and summarize the on how they provide new opportunities for research about overall data. [10]. For gaining the public sentiment on Reality human behavior, information diffusion and influence Shows and Family Drama aired in Hindi on Indian television propagation at a scale that is otherwise impossible. Morstatter channels, and as web series on on-subscription Internet based and lieu (2017) [6] investigated data collection associated service providers, authors prepared a list of shows with with social media and also proposed computational methods highest popularity on Internet portals. For attaining the to assess biases due to the way a social media site makes its rankings of shows on both the platforms, these websites were data available, to detect the bias from data samples without an most reliable owing to their followership and trustworthiness access to the full data and also to mitigate bias by designing among the public in general. data collection strategies that maximize the coverage to minimize bias. The E marketers He, Zha and Li’s (2013) [7] They have been reflecting the public opinion for long enough described the in depth study which applies text mining to time. The three portals were - MtWiki (BARC ratings), analyze unstructured text content on Facebook and Twitter Google and Imdb. As described in Table 1 and Table 2, we sites of the largest pizza chains : Pizza Hut, Domino’s Pizza compared three different websites for most popular television and Papa John,s Pizza. The result revealed the value of the shows aired on Indian television for Hindi audience in 2018. social media competitive analysis and the power of text mining as an effective technique to extract business value To collect data for online video programing the researchers from the vast amount of available social media data. (Ghiassi, shortlisted web series, since they offered original content. To Skinner and Zimbra, 2013) [8]Introduced an approach to arrive at the most popular web series researchers collected supervise the feature reduction technique using n gram and data from their web sites, but as only a limited number of statistical analysis to develop a twitter –specific lexicon for shows were web-casted, we selected all those which showed the sentiment analysis. They have augmented this Lexicon more than 100 tweets using their hash tags (Table-3). with the brand specific terms for brand related tweets. They Table 1: Rankings of Most popular drama shows [11], [12] show that the Twitter Specific Lexicon is significantly more effective in terms of classification and accuracy metrics. b. Since the tool has become a valued resource for sentiment mining in fields of customer relation management, public opinion and text filtering, authors have used tweets from the twitter handle of the various web series and the TV programming series to gauge the public opinion. c. Video programing and television: According to a study commissioned by the Interactive Advertising Bureau (trade group of digital publishers and media companies) conducted by research firm GfK there is change in the Table 2: Rankings of Most popular Reality shows [11], content people want to watch during the day time and the [12] evening time as in the day time there is least content that is MtWiki viewed by the customers but they want to get connected to (BARC the Local and national TV, also the TV sports channel.