The rise of Over the Top (OTT) services such as Netflix, Amazon Prime, and Hotstar has had a profound impact on the entertainment landscape in India. These platforms have not only gained widespread popularity but have also significantly altered the viewing habits of consumers globally. This study seeks to explore the shifts in content consumption patterns among Indian consumers following the advent of OTT services and to identify the key factors contributing to the success of these platforms.

The study employed a convenience sampling technique and gathered responses from 102 participants via an online survey questionnaire. The results of the research highlight that a majority of users (88%) acknowledge that the emergence of OTT platforms has influenced their television and movie-watching routines. Smartphones emerged as the preferred device for accessing OTT content, and a significant portion of viewers tends to consume content during nighttime hours.

In summary, the study suggests that the future of OTT services in India holds great promise. Both current users and non-users expressed a willingness to embrace OTT services in the coming years. The insights derived from this research can provide valuable information to the industry, shedding light on the prevailing trends in the entertainment sector post the rise of OTT platforms in the Indian market. Additionally, assessing the performance of OTT platforms across various facets of the entertainment industry can offer insights into their strengths and areas for enhancement within the Indian context.