The Paradigm Shift: Unveiling the Transformative Influence of OTT Video Platforms on Conventional Television Channels

Abstract

The entertainment landscape has witnessed a transformative shift in recent years, driven by the rise of Over-the-Top (OTT) platforms. These platforms, delivering content via the internet, challenge traditional television models, leading to changing consumption patterns globally. This paper explores the impact of OTT platforms on traditional television channels, focusing on the burgeoning Indian market. The study investigates factors driving viewers to OTT services, challenges faced by traditional channels, and strategic adaptations needed in this evolving media landscape. With a sample of OTT viewers in Pune, the research employs statistical analysis to discern correlations between OTT adoption, viewing habits, and attraction factors. The findings reveal a significant influence of OTT on traditional TV, prompting a paradigmatic evolution in entertainment consumption.