Digital Storytelling and Cultural Transformation Through OTT Platforms

Abstract

Purpose: The expansion of Over-The-Top (OTT) platforms in India has introduced significant changes in digital storytelling practices and their socio-cultural implications. In metropolitan regions such as Delhi/National Capital Region (NCR), where digital access, media consumption, and youth engagement are particularly high, OTT platforms function as influential spaces for cultural negotiation and identity formation. Design/methodology/approach: This study examines how digital storytelling through OTT platforms contributes to cultural transformation among urban Indian audiences, with special reference to Delhi/NCR. The paper explores narrative themes, representational strategies, and audience engagement patterns evident in selected OTT content that resonates with youth and young adults in the region. Findings: The findings suggest that OTT platforms in Delhi/NCR facilitate alternative cultural discourses by challenging conventional norms and amplifying marginalized voices, while simultaneously reflecting the contradictions of urban modernity. However, the study also highlights concerns related to commercialization, algorithmic influence, and uneven cultural representation. By situating OTT platforms within the socio-cultural context of Delhi/NCR, this paper contributes to the growing body of literature on digital media, youth culture, and cultural transformation in contemporary India. Originality/value: Adopting a qualitative research approach, the study analyses web series and digital films that reflect contemporary urban realities, including shifting gender roles, changing family structures, career aspirations, social mobility, and moral dilemmas.