International Research Journal of Education and Technology

The rise of OTT platforms has revolutionized the entertainment industry, offering convenience, affordability, and personalized content to viewers. Research highlights the significant impact of OTT platforms on audience behavior and viewing experiences, with many flocking towards this new mode of digital entertainment. OTT platforms have transformed the entertainment landscape, offering viewers a more personalized and convenient experience. As the industry continues to evolve, it's essential to understand the impact of OTT platforms on viewing experiences and audience behavior. The proliferation of Over-The-Top (OTT) platforms has transformed the entertainment landscape, redefining viewer engagement and content consumption. By offering personalized, on-demand content, OTT platforms have shifted audience preferences, influencing traditional viewing habits and the entertainment industry as a whole.