A Systematic Analysis of Factors Predicting Audience Perception: Comparing Theatrical Film Releases and OTT Platforms.

The article systematically reviews fifty empirical studies from 2010 to 2025 to analyze factors influencing audience perception of theatrical film releases versus Over-the-Top (OTT) platforms in a digitally convergent media environment. It identifies five key thematic areas shaping viewer behavior: emotional engagement and immersive experience, technological disruption with algorithmic personalization, symbolic and branding influences on identity, cultural affinity and regional preferences, and hybrid consumption patterns reflecting platform fluidity. The findings reveal that while theatrical cinema remains valued for its collective, immersive, and culturally symbolic experience, OTT platforms attract audiences through personalized, flexible, and algorithm-driven content access, with many viewers adopting hybrid viewing habits based on context and content type. The review highlights the predominance of qualitative research, the importance of culturally localized content, and the strategic need for media stakeholders to develop adaptive, dual-platform content strategies that address emotional resonance, technological transparency, and cultural diversity. Limitations include language restrictions and a qualitative research bias, suggesting future studies should incorporate longitudinal and mixed-method approaches to deepen understanding of evolving audience dynamics.