European Journal of Molecular & Clinical Medicine

Abstract

In the recent decade OTT platforms, also known as "Over the top," have seen a tremendous rise in the number of consumers and also gained a huge market share in the entertainment industry. The OTT service most users probably interact with regularly is video OTT. Services like Netflix and Disney+ Hotstar are video OTT services that provide users with a number of programming options, both in terms of a licensed library of TV shows and films and original programming. The study's objective is to carry out a detailed study of OTT (over-the-top) platforms, and how and why OTT platforms are rising in India. This study also investigates OTT platforms at the time of the COVID-19 pandemic. We found that recent years have witnessed several films emerging as pan-India hits, and the rise of alternative platforms has only widened the opportunities for actors and filmmakers. This study concludes that there is no competition between theatres and digital platforms filmmakers must up their game. OTT has resulted in more opportunities and redefined viewership patterns. Films and other mediums will thrive together because the same actors and makers are exploring different platforms.