A Study on the Emergence of Over-the-Top (OTT) Services in Hyderabad

Abstract

This research explores the dynamic landscape of Over-the-Top (OTT) services and their increasing prevalence in the city of Hyderabad. As internet connectivity and digital platforms continue to redefine content consumption patterns, this study aims to investigate the factors contributing to the rise of OTT services, consumer preferences, and the impact on traditional media consumption. Employing a mixed-methods approach, including surveys, interviews, and content analysis, the research delves into the drivers of OTT adoption, the diversity of content offerings, and the challenges faced by both consumers and content creators in this evolving ecosystem. The study seeks to uncover insights into the changing media consumption habits in Hyderabad, assess the influence of cultural and demographic factors, and examine the implications for the entertainment industry. Additionally, the research aims to provide a comprehensive understanding of the opportunities and challenges that OTT platforms present for content creators, distributors, and consumers in the local context.