1Research Scholar, Department of Visual Communication, School of Mass Communication, VISTAS, Chennai, India, Email Id: shasartc@gmail.com
2Assistant Professor, Department of Visual Communication, School of Mass Communication, VISTAS, Chennai, India, Email Id: vjayalakshmi.smc@vistas.ac.in
The evolution of home entertainment from broadcast-based television to broadband-enabled streaming platforms constitutes a fundamental transformation in contemporary media ecosystems. Traditional broadcasting operated within a linear, schedule-driven framework characterized by centralized content distribution and limited audience agency. In contrast, Over-The-Top (OTT) platforms—such as Netflix, Amazon Prime Video, and Disney+—deliver content via internet infrastructures, enabling on-demand access, personalized viewing, and multi-device consumption. This transition reflects broader processes of digital convergence, wherein distinctions between media formats, distribution channels, and user roles are increasingly blurred.
Distribution, Contemporary, Consumption, Convergence, Personalized
