Article summary
Abstract
The Indian entertainment industry has undergone a profound transformation with the rapid rise of Over-the-Top (OTT) streaming platforms. Once dominated by broadcast television and theatrical cinema, the media ecosystem is now increasingly shaped by digital platforms such as Netflix, Amazon Prime Video, Disney+ Hotstar, Zee5, SonyLIV, JioCinema and numerous regional services. This “streaming revolution” has altered not only modes of content distribution, but also patterns of audience behaviour, business models, regulatory debates and cultural representation. The present study examines the rise of OTT platforms in India and analyses how they have changed viewing dynamics in terms of access, convenience, personalisation, content diversity and audience engagement. Using a qualitative, interpretive approach grounded in secondary data, the paper synthesises existing scholarship, industry reports and policy documents to map key trends such as device proliferation, on-demand consumption, binge-watching, regional content expansion and the emergence of subscription-based and hybrid monetisation models. The study contrasts the characteristics of traditional media—linear scheduling, appointment viewing, censorship-driven content control and limited interactivity—with the affordances of OTT platforms, including algorithmic recommendation systems, user data analytics, multi-screen flexibility and niche content targeting. It also explores how these platforms have opened opportunities for new storytellers, experimental narratives and under-represented subjects, while simultaneously raising concerns around digital divides, market consolidation, data privacy and self-regulation of content. A special focus is placed on the Indian context where linguistic diversity, uneven digital infrastructure and changing regulatory frameworks create a distinctive streaming landscape. The paper argues that OTT platforms have not merely supplemented existing television and cinema, but have fundamentally reconfigured viewing cultures, especially among urban, younger and tech-savvy audiences. However, this transformation is uneven, with access shaped by income, connectivity and digital literacy. The study concludes that the streaming revolution in India represents both disruption and continuity: it challenges legacy media structures while still depending on them for talent, content and cross-promotion. It calls for nuanced policy frameworks and further empirical research on long-term socio-cultural implications of OTT consumption.