The shift from traditional marketing to contemporary digital-aged marketing happened gradually over time as a result of innovative technical advancements that affected entertainment industry. The way media is consumed these days has altered as a result of global digitalization. New over-the-top media services have changed the entertainment consumption patterns in India because of growing internet connections, improved network quality, technological advancements, availability of inexpensive smart phones, data plans, and other smart devices. This review paper aims to examine the role of OTT in changing entertainment scenario in India. It will also analyse the shift from traditional media to digital services, changing consumer behaviour, latest trends in the digital entertainment sector, and factors responsible for the growth and rise of OTT platforms in India. The scope covers the latest trends in content consumption, viewing habits, and binge-watching habit of consumers in India. The present study concludes that because of advancement in technologies, OTT platforms have completely transformed the entertainment scenario in India. These digital entertainment services need to analyse the changing behaviour of consumers carefully, and make strategies accordingly to attract more users.
Nainawat, S. & Gothwal, J. (2026). Analysing the Role of OTT in Changing Entertainment Scenario in India. International Journal of Advanced Research in Commerce, Management & Social Science, 09(01(II)), 268–274. https://doi.org/10.62823/IJARCMSS/9.1(II).8830
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