Driving Cultural Hybridization: The Influence of OTT Platforms in India Creating Cultural Hybridity

Abstract

Technological advancements have spurred the rise of Over-the-Top (OTT) platforms, internet-driven media services that have surged in popularity due to their advantages over traditional media. Offering diverse content—movies, web series, TV shows, music, and podcasts—these platforms showcase global lifestyles, fashion, food, entertainment, languages, education, and social behaviors. In India, particularly among youth, the accessibility of this content has driven cultural hybridization, blending modern influences with Indian traditions and transforming societal norms. This research examines OTT platforms’ role in shaping cultural hybridization, critically assessing their social implications on Indian society, especially the youth. It explores their contribution to a hybrid culture, highlighting both benefits and challenges.