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Driving Cultural Hybridization: The Influence of OTT Platforms in India Creating Cultural Hybridity

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Analysis reveals OTT platforms contribute to cultural hybridization in Indian society, highlighting implications for youth.

Cultural hybridization prominently shapes youth identity in India due to OTT platforms' influence.
OTT platforms offer diverse content, driving cultural changes that blend modern influences with tradition.
The study employs a qualitative analysis of media consumption patterns among Indian youth.
Understanding OTT platforms' impact is crucial for addressing the societal challenges they present.

Lagashetti et al. (2025) studied this question.

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