most accessed platforms for entertainment, leaving behind the television industry. OTT platforms have

increasingly become a favorable source of entertainment. A total of 343 articles were retrieved from the Scopus

database from 2008 to 2024, and then reduced to 272 documents (articles), after limiting to some keywords; a

total of 270 articles were reviewed. A method for bibliometric analysis that employs cluster analysis and

scientific mapping, utilizing the bibliographic coupling of documents. The study underscores the growth of Over-

the-top platform services during the COVID-19 pandemic. With the help of bibliographic coupling, seven

different clusters have been made and identified as Cluster 1 Transformative Impact of Streaming Media,

During COVID-19 pandemic, OTT (over-the-top) platforms have experienced rapid growth, gaining a unique

advantage over television- providing the users an “on-demand” content access(Choi & Lee, 2024). The OTT

market has been working mainly on the two business models i.e., subscription video on demand (SVOD) and

advertisement video on demand (TVOD). However, according to the report published by Statista, the

subscription video on demand (SVOD) have shown remarkable growth in the recent years(Y. Sharma & Sijariya,

2024). Subscription video on demand has gained the revenue of USD 2.02 billion dollar in 2024 and is expected

to grow at US$ 3.22 billion dollar which is the highest revenue generation from other business models(Statista

Market Insights, 2024). The growing demand of Over-the-top platforms has significantly changed the

entertainment consumption pattern of users. The accessibility and affordability features of the OTT platform

Entertainment an industry(Naik Vipinchandra, 2021). Audio and video entertainment content have traditionally

been consumed through media such as Cinema and TV. OTT (over-the-top) services, which provide consumers

with direct streaming services of content, have been increasingly popular around the globe(Choudhary et al.,

2023) OTT platform provides content which is accessible, targeted & personalised to every user, for every age

Although OTT platforms provide many benefits as compared to traditional TV, including convenience, cost

savings, binge-watching, and customization (Erdogan, 2020; Schuh, 2019; Y. Sharma & Sijariya, 2024). The

lockdown significantly boosted the viewership of OTT platforms, with individuals working from home turning

to these services more often than traditional media. (Madnani et al., 2020) and the satisfied customer can relate

to the space provided to watch with family, time to use OTT platforms, the quality of content, and preferences

AVOD are essential for the success of OTT platforms, surpassing traditional television. The study offers a

summary of current research, highlights existing gaps, and discusses emerging trends and developments that can

The study starts with the collection and analysis of the article, which provides detailed metadata on the topic by

conducting an in-depth bibliometric analysis. The document consists of five parts. The second section

emphasizes the literature review, whereas the third section details the research methodology, specifying the

criteria used for article screening and selection. In section four, the findings and analysis of the bibliometric

digital technology, there has been a worldwide shift towards consuming media on digital devices (Periaiya &

Nandukrishna, 2023). With the advent of OTT platforms, traditional media consumption has been reduced

because everyone is shifting from cable cords to wireless and liking the convenience of watching their favorite

Due to the impact of the COVID-19 pandemic, OTT services have become increasingly significant compared to

traditional media, leading to a growing interest in the OTT sector (Choi & Lee, 2024). OTT platform provides

users the flexibility to watch video content anywhere & anytime, especially during COVID-19. This platform

provides a comfortable and luxurious lifestyle, and users easily adapt to it and users considering it a primary

source of entertainment (Samraj & Menaka.N, 2023). The growth of the OTT platform has modified the way the

content is created and consumed. As a result, the rise of OTT technology brought about significant changes in

in personal relationships, causing people to procrastinate important things in their work life, reduce sleep time,

continuous viewing, and the total number of episodes watched in one sitting. (Vaterlaus et al., 2019). Newer

developments in technology permit viewers to manage or schedule their time for entertainment (Jenner, 2014).

Binge-watching opens the door to watching several episodes of a series in one sitting, rather than waiting for the

The rise in viewership and global expansion has created opportunities in the OTT market for domestic platforms

like Hotstar and Jio Cinema, as well as international players like Netflix and Amazon Prime, who have steadily

expanded their presence in the market. This significant demand for online content has introduced the idea of

particularly in sectors like OTT video streaming and digital media, has resulted in a significant surge (Y. Kim &

Kim, 2020). Perceived benefits, convenience, innovation, subscription services, and other risk factors affect the

of OTT platforms or satellites. There are so many factors that induce users to cut traditional TV cable and

continue intention to use OTT platforms, such as perceived innovativeness, perceived usefulness, perceived ease

Cord-cutting is a result of users' stickiness with the OTT platform or the online streaming platforms, which

provide more features, convenience, consumer experience, content differentiation, consumer sense-making,

engagement, viewing behaviour, expenses incurred on services, offerings, and incentives, and telecom (Kour &

The OTT platform is at the developing stage, so using generic keywords would be beneficial to get a wide range

of documents. Using generic keywords will help in filtering out the relevant documents during the manual

screening process. In this study, SCOPUS is used to gather information related to authors, citations, sources and

occurring keyword, i.e., 11 times, highlighting that it is the key aspect used as a central point in OTT platforms,

supporting the need to do more innovative studies on the least searched topics. Table 2 shows the Authors’

Figure 4 illustrates the network of keywords that frequently appear together. Co-occurrence indicates how often

Note(s): “Keyword Plus” (KP) means identifying the additional keywords extracted from the title, abstract or

keywords of the articles. These additional keywords, closely linked to main search terms, that are commonly

cluster 1 there 19 items, cluster 2 has 11 items, 9 items in cluster 3, 5 in cluster 4, cluster 5 has 5 items, 3 items

With nineteen studies, cluster 1 is the largest cluster. The studies of this cluster give a comprehensive view of

the challenges, cultural implications, and transformations caused by the increase in streaming media emphasizing

streaming media services, technological affordance, subscription business models, regional adaptation, viewer

behavior, streaming vs. television, and genre-specific SVODs (Gillian Doyle, 2023; Potter et al., 2024b; Terje

Colbjørnsen, 2020; Terje Colbjørnsen et al., 2022). A study conducted by Wayne, 2018b, explores how Netflix

and Amazon approach branding in relation to SVOD services and finds that there are broader shifts in TV brands

as these companies give a new look to the streaming era. Another article by Wayne & Uribe Sandoval, 2023b

explored how Netflix changed the meaning of “streaming success” by motivating global engagement with the

two Netflix original series. The production quality, authenticity, and universality, along with maintaining the data

secrecy, these approaches alter traditional TV strategies to the streaming era. Technological affordances like

Consists of eleven items and talks about the “Shift to OTT platforms,” “Preferences of youth,” and “Their

engagement patterns on OTT platforms.” The impact of the COVID-19 pandemic on cinema and OTT platforms,

a study conducted in China (Yaqoub et al., 2024b) highlights the drastic shift in consumer behavior towards OTT

platforms that leave behind the traditional cinema due to many factors like “convenience, affordability, and

during a pandemic, to go out for cinema. The preferences of millennials in India for Over-Top-Platforms services

are due to factors like a wide range of content, subscription fees, and original content (Koul et al., 2021).

Continuous usage intention of OTT platforms depends on some factors that influence the users’ engagement with

OTT platforms, emphasizing Cognitive Absorption and perceived usefulness(Periaiya & Nandukrishna, 2023).

In a study of 50 countries, the rise of OTT platforms is benefiting the market for Netflix, while adversely affecting

traditional television. Innovation, competition, and infrastructure foster the platform's competition growth,

particularly in subscription video on-demand (S. Lee et al., 2021). Giving importance to this transition from

traditional TV to new-era streaming platforms for a better understanding of consumer preferences is crucial for

streaming demand(Ryu & Cho, 2022; Sim et al., 2022). Meyn et al. (2023) examine the impact of the pro-rata

model on a user-centric model that is the consequence of remuneration models in examining the impact of the

pro-rata model on a user-centric model that is the consequence of remuneration models in the music streaming

industry. This shift has reallocated the revenue from mainstream to genres, impacts the music artists of niche and

the different revenue model affects the content consumption pattern. The changing music streaming subscription

influences live streaming and spending, also increasing the willingness to pay for live concerts; subscription

video on demand disrupts traditional and illegal film and TV consumption, and it has substitution effects.

Consumer segmentation reveals piracy behavior; SVOD provides significant utility and impacts the willingness

Investment strategies, public service media responses, local content production, and the transformative impact

distribution on television, focusing on the increasing complexities of content and the challenges faced by the

broadcasters. Streaming markets in Belgium is small and can foster local SVOD services, and with the global

Cluster 5 highlights how Subscription-Video-On-Demand services are changing the boundaries of television,

culture, and television media policy in a rapidly connecting digital era. Subscription video on demand like Netflix

changing the local screen culture, maintaining global reach through production and policy shifts. These

productions highlight traditional broadcasting norms while challenges in regulations and international screen

culture is also increasing (Alexa Scarlata et al., 2021, 2022; Ramon Lobato et al., 2023; Stuart Cunningham &

Alexa Scarlata, 2020). Lobato, Scarlata, et al. (2024b) examines video-on-demand services, highlighting

methods for analyzing catalogs examine video-on-demand services, highlighting methods for analyzing catalogs

and interfaces. The study reveals the challenges of accessing and interpreting VOD data, providing insights into

issues like audiovisual diversity and variations in recommendation systems. Personalized services of Netflix

have been the focal point of their brand and business propositions by the 2020 addition of a national top 10

personalized to the needs of kids, focussing on safety, children's education, and family time fun. (Baek et al.,

2024; C. Jang & Kim, 2024; M. Jang et al., 2021; M. S. Kim et al., 2016) studies reveal that factors like

Cluster 7 consists of two items and highlights how data services of telecom networks has changed the India’s

telecom industry, and that change has been in favour of the OTT platforms services. The technological evolution,

4G network spectrum, rules and regulations and competition drives this disassociation of communication

services(Gandhi, Hasti, & Sagar, 2024). The disruption of traditional revenue models of telecom service

2016) published in New Media and Society. The analysis reveals that the USA and China, with a frequency of

6, have collaborated on the research work, and after China, the USA has collaborated with Australia for research.

The study on OTT platforms has been categorized into 7 major thematic clusters on the basis of bibliographic

coupling as: Cluster 1: transformative impact of streaming media, that focuses on the evolving streaming

services, innovations on these platforms, SVOD services, affordable technology, and improving viewing

experience of consumers; Cluster 2: Evolution of Media Consumption talks about the shifting media

User-Centric Revenue models in the entertainment industry, examines the different models of subscription,