This article explores the rising impact of Over-the-Top (OTT) digital streaming platforms on India’s traditional movie theatre industry. With rapid advancements in mobile internet access, changing viewer habits and growing demand for on-demand content, OTT platforms have significantly altered the media consumption landscape. The study investigates key factors such as time spent on platforms, content preferences, pricing models and viewer motivations, highlighting how affordability, convenience and personal control are shifting audience engagement toward digital media. Despite this trend, the research also points to the continued relevance of theatres, which offer a communal and immersive viewing experience that streaming services struggle to replicate. As audience expectations evolve, the findings suggest that rather than competing directly, OTT platforms and theatres are likely to coexist—each serving different needs and moments in the consumer’s entertainment journey. The future of the entertainment industry in India is therefore seen as a blended model where digital accessibility and cinematic experience complement each other.

Anvitha Seshagiri, Independent Scholar & Film Essayist, Chennai, Tamil Nadu

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