Past, Present, and Future of Over-the-top Platforms: A Bibliometric Analysis

Over-the-top platforms became quite popular in the previous decade and have completely transformed the media and entertainment industry. The purpose of this study is to provide a comprehensive review of these platforms using bibliometric analysis. Following the scientific procedures and rationales for systematic literature reviews protocol, data were extracted from the Web of Science published up to the year 2024. After applying rigorous screening criteria, 264 articles were analyzed using VOSviewer, Biblioshiny (RStudio), and MS Excel. The study examines publication trends, most significant articles, top-performing journals, authors, institutions, and countries, along with temporal and co-occurrence analyses to shed light on the performance and intellectual structure of the area, respectively. The analysis identified four thematic clusters, namely, the adoption behavior of over-the-top platforms, market and policy intervention, focus on different media platforms, and consumption patterns of over-the-top platforms. This article also presents research directions that need further exploration by future researchers.