The burgeoning vogue of over the top (OTT) media in India has amplified the competition in the Indian entertainment industry, trying its best to win over the viewers by understanding their buyology. However, capturing the sentiments and expectations attached with rapidly changing entertainment choices and preferences of the OTT viewers is beyond understanding consumer buyology. Literary sources highlighted that there are various studies on social media catering to distinct perspectives. However, studies focusing on social listening in the OTT industry’s context are limited. Hence, there is a void in the ideologies and theoretical contribution on social listening concerning the OTT industry. This research note, perhaps formulated for massive research on social media in OTT, attempted to introduce the 4Rs of social listening such as, reach & enquire; relate & evolve; respond & engage; and relationship building & emotional connect.

1. Arora, T., Agarwal, B., & Kumar, A. (2018). A study of millennial’s preferences for social media advertising in Delhi NCR. Indian Journal of Marketing, 48(10), 34–51. http://doi.org/10.17010/ijom/2018/v48/i10/132334
2. Berger, J., & Milkman, K. L. (2012). What makes online content viral? Journal of Marketing Research, 49(2), 192 – 205. https://doi.org/10.1509/jmr.10.0353
3. Hanlon, A. (2016). Social media networks: Online data sources. In D. Longbottom & A. Lawson (eds.), Alternative market research methods: Market sensing (pp. 149–191). Routledge.
4. Keyhole. (2021). Social listening in 2021: What it is and how to set it up. https://keyhole.co/social-listening-guide/
5. Kim, S., Baek, H., & Kim, D. H. (2021). OTT and live streaming services: Past, present, and future. Telecommunications Policy, 45(9), 102244. https://doi.org/10.1016/j.telpol.2021.102244
6. Kotler, P., & Keller, K. (2015). Marketing management (15th ed.). Pearson Education India.
7. Kwon, Y., Park, J., & Son, J. - Y. (2021). Accurately or accidentally? Recommendation agent and search experience in over-the-top (OTT) services. Internet Research, 31(2), 562 – 586. https://doi.org/10.1108/INTR-03-2020-0127
8. Li, C., & Bernoff, J. (2011). Listening to the Groundswell: Using social technologies to gather information and monitor your brand. Harvard Business Review Press. https://www.hbsp.harvard.edu/product/8342BC-PDF-ENG
9. Martínez-Sánchez, M. E., Nicholas - Sans, R., & Bustos Diaz, J. (2021). Analysis of social media strategy of audio-visual OTTs in Spain: The case study of Netflix, HBO, and Amazon Prime during the implementation of Disney+. Technological Forecasting and Social Change, 173, 121178. https://doi.org/10.1016/j.techfore.2021.121178
10. Menon, P. B. (2021). Influence of social media marketing efforts on brand equity and consumer response to branded shoes in India. Indian Journal of Marketing, 51(9),24–40. http://doi.org/10.17010/ijom/2021/v51/i9/166162
11. Mordor Intelligence. (2020). Global over the top (OTT) market - Growth, trends, COVID-19 impact, and forecasts (2021–2026). Mordor Intelligence Industry Report 2020. https://www.mordorintelligence.com/industry-reports/over-the-top-market.
12. Mu, J., Thomas, E., Qi, J., & Tan, Y. (2018). Online group influence and digital product consumption. Journal of the Academy of Marketing Science, 46, 921–947. https://doi.org/10.1007/s11747-018-0578-5
13. Nichols, R. G., & Stevens, L. A. (1957). Listening to people. Harvard Business Review. https://hbr.org/1957/09/listening-to-people
14. Ott, L., & Theunissen, P. (2015). Reputations at risk: Engagement during social media crises. Public Relations Review, 41(1), 97–102. https://doi.org/10.1016/j.pubrev.2014.10.015
15. Sarkar, S., & Sarkar, P. (2020). Consumer behavior towards mobile social media and OTTs from data monetization and customer engagement perspective. Telecom Business Review, 13 (1), 06–19.
16. Soils, B. (2021). Pinterest image. https://www.pinterest.com/pin/171136854567136136/
17. The Global Statistics. (2021). India social media statistics 2021. The Global Statistics report. https://www.theglobalstatistics.com/india-social-media-statistics/
18. Urban, G. L., & Hauser, J. R. (2004). “Listening in” to find and explore new combinations of customer needs. Journal of Marketing, 68(2), 72–87. https://www.jstor.org/stable/30161990
19. Zhang, Q., Wang, W., & Chen, Y. (2020). Frontiers: In-consumption social listening with moment-to-moment unstructured data: The case of movie application and live comments. Marketing Science 39(2), 285–295. https://doi.org/10.1287/mksc.2019.1215