The Role Of OTT Platforms In Influencing The Social And Ethical Values Of The Society

Abstract

India, a country known for its vast variety and rich cultural legacy, has a history that has been molded over millennia by a wide range of social, moral, and cultural forces. These ideas have been profoundly embedded in Indian culture via interactions with many civilizations, philosophies, and faiths over time. Over-the-Top (OTT) platforms have become effective means of presenting this diversity in the modern day by offering a variety of viewpoints. Although these platforms give prominence to underrepresented people, they also mirror social issues like the glamorization of drug use, alcohol use, nudity, and obscenity—concerns that frequently pass for contemporary.

OTT platforms, which provide consumers with the ease of streaming content across numerous devices, have altered the way that people consume entertainment. Today's youngsters have an abundance of alternatives available to them across all genres, unlike previous generations when there were restricted possibilities for entertainment. But in addition to this ease, worries about how OTT platforms can affect moral and cultural norms have surfaced. This study uses surveys and previously published research reports together with primary and secondary data analysis to look at this influence.

Even though OTT platforms have made media consumption more democratic, improper censoring has had unfavorable effects, especially for India's teenage population. The widespread distribution of unsuitable information has exacerbated the breakdown of social and familial ties as well as traditional cultural norms. Therefore, in order to protect India's cultural heritage and encourage responsible media consumption, it is crucial to address the ethical and societal ramifications of the unparalleled access to varied material that OTT platforms provide.