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This research aims to examine the acceleration of India’s OTT landscape due to the COVID-19 pandemic and its impact on consumer behavior.

April 25, 2026Open Access

From Screen to Stream: How the Pandemic Accelerated India's OTT Boom

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This research aims to examine the acceleration of India’s OTT landscape due to the COVID-19 pandemic and its impact on consumer behavior.
Case-based examination of major OTT platforms like Netflix and Amazon Prime Video
Analysis of consumer perception and digital habits pre- and post-COVID-19
Utilization of secondary data and industry reports to map trends
Increased consumer adoption of OTT platforms due to convenience and accessibility
Consumer perception shifted towards the demand for personalized content
Improved digital infrastructure facilitated sustained growth in the OTT sector

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Case-based analysis reveals how the pandemic transformed media consumption in India, suggesting lasting changes ahead.

Dr. Ruchita Shandilya (2026) studied this question.

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