Abstract

The rapid expansion of Over-The-Top (OTT) platforms in India has transformed content consumption patterns and the cultural dynamics of language identity. With increasing investment in regional content platforms like Netflix Amazon Prime Hotstar Zee5 and SonyLIV are reshaping how regional languages are represented consumed and perceived. This paper explores the impact of OTT media on regional language identity across India focusing on how the digital shift is influencing language preservation promotion hybridity and commodification. Through a combination of content analysis audience interviews and secondary research the study highlights that OTT platforms are playing a dual role: while they revitalize regional languages through accessible quality content they also introduce new hierarchies and linguistic negotiations in a market-driven context. The findings suggest that OTT is both a democratizing and standardizing force and its influence on language identity is deeply intertwined with