The Future of Video on Demand Regulation: Legal Implications and Effectiveness

Abstract

The digitalization of entertainment has brought about a seismic shift in consumer behaviour worldwide. This paper meticulously traces the evolution of the Indian entertainment industry, with a particular focus on the central role played by OTT players in this digital transformation (Lehdonvirta, 2013, pp.18-35). It provides a local context to traditional entertainment media and their gradual shift with the advent of digital technologies, followed by the steep rise of OTT services. It delves into the notion of 'Technological Determinism' and its use in understanding this transformation. The study comprehensively represents the definition, operation, and dynamics of the nascent market of OTT. It thoroughly examines the influence of OTT on traditional broadcasters, consumer behaviour, and content monetization (Drew, R., 2016, pp.165-183). Leading platforms such as YouTube, Netflix, and Amazon Prime Video vividly illustrate the competitive strategies, growth of subscribers, and, most importantly, the content diversification that defines the present entertainment paradigm. The approach for this study is to define how OTT platforms have not just redefined the concept of entertainment, but have also made it more accessible, personal, and engaging for a diverse range of audiences, thereby underlining the central role of these platforms in the transformation of the Indian entertainment industry (Mehta and Cunningham,2023, pp.276-290).