International Research Journal of Innovations in Engineering and Technology - IRJIET International Open Access, Monthly, Peer Reviewed, Reputed Journal ISSN (online): 2581-3048

Impact Factor (2025): 6.9

DOI Prefix: 10.47001/IRJIET

The Digital Entertainment Shift: Evaluating OTT’s Impact and Potential in India

Preeti AhlawatResearch Scholar, Department of Business Administration, Chaudhary Devi Lal University, Sirsa, Haryana, IndiaRenu TanwarResearch Scholar, Department of Business Administration, Chaudhary Devi Lal University, Sirsa, Haryana, IndiaDr. Rajneesh AhlawatAssociate Professor, Department of Business Administration, Chaudhary Devi Lal University, Sirsa, Haryana, India

Vol 9 No 6 (2025): Volume 9, Issue 6, June 2025 | Pages: 249-256

International Research Journal of Innovations in Engineering and Technology

OPEN ACCESS | Research Article | Published Date: 30-06-2025

doi Logo doi.org/10.47001/IRJIET/2025.906033

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Abstract

One of the many positive effects of digital platforms is the increased sense of community they foster. In terms of global economic growth, few industries can compete with the OTT market. Indians are increasingly turning to over-the-top (OTT) platforms after COVID19. That, and the fact that these OTT services are optimised for mobile devices, is why they've become so popular. The advent of major international players like Netflix transformed India's entertainment sector by providing a foundation for other international and domestic over-the-top (OTT) service providers. Many foreign OTT platforms operate in India, and this research looks at how successful they are in the Indian market. The research analyses the trends in OTT platforms around the world and the elements that influence their success in India with regards to the types of shows that customers want to watch. People favoured Netflix the most, followed by Disney HotStar and Amazon Prime Video, according to the report. Respondents seem to like Netflix-style OTT services that offer more frequent content updates and focus more on original shows than on repetitions. Also mentioned was the fact that Disney HotStar is the platform of choice for digital broadcasts of major cricket tournaments like the IPL and the World Cup. Indian OTT platforms are expected to grow and diversify by adding new features and services and more content. To retain and attract customers, data analytics, machine learning, and personalisation will become essential. No rules, limited rural penetration, and inadequate internet access are obstacles to OTT growth in India, but the sector has a promising future.

Keywords

Over-The-Top, Video Streaming, OTT platforms, Viewership, Digital Entertainment


Citation of this Article

Preeti Ahlawat, Renu Tanwar, & Dr. Rajneesh Ahlawat. (2025). The Digital Entertainment Shift: Evaluating OTT’s Impact and Potential in India. International Research Journal of Innovations in Engineering and Technology - IRJIET, 9(6), 249-256. Article DOI https://doi.org/10.47001/IRJIET/2025.906033

Licence Copyright (c) 2026 International Research Journal of Innovations in Engineering and Technology creative common licence This work is licensed under Creative common Attribution Non Commercial 4.0 Internation Licence
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