Abstract

The rapid expansion of Over-the-Top (OTT) platforms has significantly transformed the cultural landscape of contemporary societies particularly in India where digital consumption has witnessed exponential growth. OTT platforms such as Netflix Amazon Prime Video and Disney+ Hotstar have not only diversified entertainment content but also influenced cultural perceptions identities and value systems. This research paper examines the multifaceted impact of OTT platforms on cultural identity focusing on how globalized content interacts with local traditions languages and social norms. The study explores the dual role of OTT platforms as both agents of cultural homogenization and promoters of cultural diversity through regional and vernacular content. It further investigates how youth as primary consumers are negotiating their identities in the context of exposure to global narratives and hybrid cultural expressions. Using a qualitative research approach supported by secondary data the paper