List of Tables - Impact of OTT Platforms on Audio-visual media

<i>The study examines the transformative impact of over-the-top (OTT) platforms on traditional audio-visual media in India, particularly among youth resided in Delhi, Jaipur, Faridabad and Mumbai, amid the shift from family TV viewing to personalized digital consumption accelerated by the COVID-19 pandemic. Drawing on theories such as Binge Watching, Uses and Gratifications, and Innovation Adoption, the research highlights OTT's disruption through on-demand access, binge-watching, and algorithmic personalization, projecting India's OTT audience at 601 million by 2025. The research study aimed to analyze OTT's effect on traditional platforms' viewership; It also focused to identify youth viewing preferences; and the research study also aimed to explore entertainment content consumption patterns on OTT.</i><i>Employing a survey of 500 young adults (aged 15-34) in Jaipur, Delhi, Faridabad, and Mumbai via non-probability convenience sampling techniques, data were analyzed using descriptive statistics, chi-square tests for distribution uniformity, and one-way ANOVA for mean comparisons across platforms.</i><i>Based on gathered data and findings, the null hypothesis “OTT has not affected the viewership of traditional audio-visual viewership” (H1) was rejected. The research study also indicated that OTT reduced traditional engagement of youth, i.e., cinema visits: ANOVA confirms higher OTT mean scores for daily durations, i.e., a digital shift reshaping habits and challenging traditional media.</i>