Sovereign consumers in a pro-local media ecosystem: the future of OTT streaming in India

Abstract

This chapter is a review-based examination of the future of Over-the-Top (OTT) streaming platforms in India. The significant shift brought about by OTT platforms has redefined the creation and distribution of regional content, granting creators unprecedented freedom from content moderation. While this freedom enhances artistic expression and user satisfaction, it raises concerns about its impact on cultural production through media. This chapter employs a literature review approach to analyse the future of OTT in India within a media discourse that leans towards establishing a pro-local media language. It addresses the limitations of existing censorship comparisons between traditional Indian television and OTT platforms, emphasising the need for a more nuanced understanding of content moderation on Indian OTT platforms. The significant impact of OTT streaming platforms in India is that they challenge traditional media paradigms and contribute to a new cultural mode of interactivity. By promoting global and local content, OTTs are fostering a dynamic hybrid culture industry that reconfigures existing cultural norms and practices.