Entrepreneurial Innovation in Digital Entertainment: A Viewer-Centric Analysis of OTT Platform Adoption in India

Ratish C Gupta, Associate Professor Daly College Business school, Affiliated to De Montfort University, UK
Shreshth Chhabra, Associate Professor Daly College Business school, Affiliated to De Montfort University UK

Keywords: Over-the-Top (OTT) Media Services, Digital Consumer Behaviour, Streaming Media Adoption, Audience Demographics and Media Use

The Over-the-Top (OTT) media ecosystem in India exemplifies entrepreneurial innovation within the

digital entertainment industry. Once a niche alternative, OTT platforms have rapidly evolved into

mainstream channels of content consumption, driven by widespread smartphone penetration, affordable

internet access, and changing consumer lifestyles. This transformation is not only technological but also

entrepreneurial in nature—fuelled by agile content strategies, regional language integration, and innovative

pricing models that cater to a diverse audience base. This study adopts a viewer-centric lens to examine the

behavioural and demographic factors influencing OTT platform adoption in India. Utilizing a quantitative

research methodology, the study combines primary and secondary data to analyse correlations between user

traits—such as age, income, and geographic location—and key determinants like content accessibility,

usability, and perceived value. Findings reveal that platform innovation—reflected in personalized content

delivery, intuitive interfaces, and multi-device accessibility—plays a critical role in driving engagement and

retention. The paper offers insights into how OTT platforms can refine their market strategies by aligning

technological advancement with evolving viewer preferences, thereby sustaining their competitive edge in

a rapidly transforming digital landscape.