Abstract
This comprehensive chapter helps to provide an insight into the transformative era of content production and consumption ushered in by over-the-top (OTT) platforms. The chapter focuses on India's pivotal role in the global OTT landscape, and navigates the post-pandemic surge, revealing shifts in consumer behaviour and the profound impact on storytelling. With an analysis of the unique production practices within the OTT domain, the chapter calls for independent OTT media studies, recognizing the need for academia to explore the evolving nature of this distinct storytelling form. The narrative balances positive aspects, acknowledging OTT's data-driven strategies, while also addressing concerns about potential regulations impacting creative freedom. The chapter not only highlights the global success of OTT platforms but also contributes to the discourse on their transformative potential in shaping the future of entertainment.
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