Advanced International Journal for Research

E-ISSN: 3048-7641   •   Impact Factor: 9.11

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Volume 7 Issue 1
January-February 2026

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OTT Platforms in the Entertainment World and in Particular Indian Cinema Industry

Author(s) Mrs.R. Sharmila, Dr.A. Saraswathy
Country India
Abstract Indian OTT trends show explosive growth driven by cheap data/smart phones, moving beyond metros to Tier 2/3 cities, focusing heavily on regional/local content, adopting hybrid monetization (SVOD+AVOD), and intense competition with Disney+Hotstar, JioCinema, Prime Video, and Netflix leading, all while demanding more original, diverse, and sports-focused content. OTT platforms has increased craze in the youth and the larger audience attention due to variety in the content which focus not only on entertainment but also on the information. The major factors contributing the rise of the video streaming platforms are subscription with heavy discounts for the unlimited content, many content based work in the films in the form of documentaries in which information is given in an entertaining way. Another factor helped is the increased usage of smart phones and internet availability in the country. One of the spices of OTT is the web series which is a very trending program format. This study was carried on by the observation method, focus group study & the interview method of the research. The generalized conclusion the researcher got was that the people are more inclined to the OTT platform contents due to the ample of time available to them during pandemic, which worked as an inclined habit into people’s routine.
Keywords OTT-Consumers-Entertainment-Contents-Habit-Web series
Published In Volume 7, Issue 1, January-February 2026
Published On 2026-02-06
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E-ISSN 3048-7641
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