Digital Storytelling and Cultural Transformation through OTT Platforms

Abstract

Over-the-Top (OTT) platforms have been a game-changer in the Indian media landscape, with their rapid growth. These applications have changed the way stories are created, shared, and consumed amongst humans. In metros, including Delhi/NCR, the digital engagement and connectivity among youth is particularly high, and OTTs have emerged as a crucial space for shaping their opinions, identities, and social interactions.The present study aims to explore the role of Digital Storytelling (DS) in the cultural transformation of urban youth in Delhi/NCR through OTT platforms. The study is a qualitative and interpretive study of selected web series and digital films from India that portray the life of a modern Indian city. Specific focus is paid to themes of transformation of gender relations, family structures, working aspirations, social mobility, emotional well-being, and identity development.The results indicate that OTT media opens up the space for new formats of cultural debate as it challenges the traditional cultural norms and offers views that have been largely absent in traditional media. The study also identifies barriers to commercialization, algorithmic visibility, and representation of various groups in digital media. While OTT platforms can accommodate many stories and creative approaches, the market can determine which stories are viewed and read by more people and receive more attention if recommendation systems are built on interests.The contextualization of these developments in the socio-cultural landscape of Delhi/NCR is relevant to the general conversation on digital media, youth culture, and cultural changes of modern-day India.