• Azmee Zaheer
• Kaushal Kishore Mishra
• Pawan Pant
• Akriti Gupta

Purpose: The proliferation of OTT services has disrupted the media and entertainment sectors. The substantial increase in living standards, along with widespread internet connectivity, inexpensive and rapidly evolving consumer expectations, and continuously advancing smartphone technology and internet services, has propelled the expansion of the over-the-top business. Content is seen as paramount in contemporary media. With OTT platforms enabling personalization, there exists a significant possibility of disseminating it to a substantially bigger audience, appealing to both creators and viewers. Design: This research adopted a theoretical approach to the question of how the traditional entertainment format transitioned towards an OTT platform. This research paper highlights the shift in viewership from theatres to OTT format in our country. An in-depth literature review of existing research theories, frameworks, and models related to the topic under research shall be conducted. Methodology: The research tool of the study shall be Content Analysis. A thorough literature review of e-content, case studies, research papers, reports, and books will be conducted to study the relationship between traditional media and OTT. Findings: OTT appeals to the tastes of the current generation of millennials and other generations for whom the content produced by the conventional TV sector does not even come close to meeting their preferences. Many over-the-top (OTT) networks present television programs and motion pictures that, despite appearing to follow current trends, are more mature, relatable, radical, and thought-provoking for today's young. As viewers begin to switch to such a platform, many customers are cancelling their DTH subscriptions with their previous DTH providers. Originality Value: A systematized investigation of contents and artefacts was conducted using content analysis to get insights into the shift in global thought patterns toward a green economy.

OTT, Theater, Content, Movie, Web Series.

"An Analysis of the Paradigm Shift of Youths from Cinema Hall to OTT Platforms in the 21st Century in India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 1, page no.c536-c550, January-2025, Available :http://www.jetir.org/papers/JETIR2501261.pdf

"An Analysis of the Paradigm Shift of Youths from Cinema Hall to OTT Platforms in the 21st Century in India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 1, page no. ppc536-c550, January-2025, Available at : http://www.jetir.org/papers/JETIR2501261.pdf