• Siddhi Dangi
• Varun Vinod Menon
• A Kartik Reddy
• Rishika Kothari
• Raushan kumar yadav

The Over-the-Top (OTT) industry has emerged as a disruptive force reshaping the landscape of the entertainment and media sector. This research paper delves into the multifaceted dynamics underpinning the meteoric rise of OTT platforms globally. By employing a comprehensive literature review and empirical analysis, this study investigates the key drivers, challenges, and implications associated with the proliferation of OTT services. The paper begins by elucidating the fundamental concepts and evolution of OTT platforms, tracing their inception from technological advancements to changing consumer preferences. It examines the role of digitization, internet penetration, and the advent of high-speed connectivity in fostering the growth of OTT services, transforming traditional content consumption patterns. Furthermore, the research scrutinizes the competitive landscape of the OTT industry, delineating the strategies adopted by major players to gain market share and sustain profitability. It explores the impact of original content production, subscription models, and global expansion initiatives in shaping the competitive dynamics within the OTT ecosystem.

Over-The-Top Platforms, Media Disruption, Market Dynamics, Original Content Production, Subscription Models, Global Expansion

"Rise of OTT Industry", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 3, page no.f500-f525, March-2024, Available :http://www.jetir.org/papers/JETIR2403561.pdf

"Rise of OTT Industry", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 3, page no. ppf500-f525, March-2024, Available at : http://www.jetir.org/papers/JETIR2403561.pdf