OTT Platforms: Reshaping Viewing Pattern Of Cinema In India

Abstract

The research study delves into the profound impact of media, particularly OTT platforms, on shaping societal norms, cultural values, and viewing habits in India. It underscores the pivotal role of media in not just disseminating information but also in influencing behavioral patterns and fostering cross-cultural exposure. Through a comprehensive analysis, it elucidates how the emergence of OTT services like Netflix and Amazon Prime has revolutionized the entertainment landscape, offering a diverse array of content to Indian audiences.

Furthermore, the research article delineates the various business models adopted by OTT platforms to generate revenue, ranging from Subscription Video on Demand (SVOD) to Advertising Video on Demand (AVOD) and Hybrid models. It highlights the dynamic nature of media consumption, with a significant emphasis on the preferences of the younger demographic.