Over-the-Top Platforms' Impact on Traditional Entertainment in India

Abstract: India's entertainment industry has undergone a profound transformation with the rise of Over-the-Top (OTT) platforms, reshaping content production, distribution, and consumption. This study investigates the impact of these platforms on traditional entertainment, specifically television and cinema, within India's rapidly evolving digital landscape. OTT platforms like Netflix, Amazon Prime, and Hotstar have introduced a paradigm shift, offering audiences flexibility, personalized content, and diverse options accessible across devices. The research focuses on key questions, such as the specific changes in viewing habits and consumer behaviors and traditional entertainment providers' strategies to stay relevant. Using a mixedmethods approach, we conducted semi-structured interviews with industry professionals and surveyed OTT consumers to provide both qualitative and quantitative insights. The study highlights that the shift towards OTT platforms is driven by factors such as convenience, technological advancement, and a preference for ondemand, personalized content. Additionally, the findings suggest that traditional entertainment models are experiencing unprecedented competition, compelling industry players to innovate their approaches in alignment with changing consumer demands. This analysis offers practical recommendations for traditional media companies, outlining adaptive strategies and potential avenues for collaboration with digital platforms. The results contribute to a broader understanding of the cultural and economic implications of OTT platform growth in India, offering strategic insights for stakeholders navigating this complex transition.