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@article{192647,
        author = {Snehal Godse and Omkar Chavan and Pranay Koli and Rohit Khomane},
        title = {Effect of OTT Platforms on Traditional Television Technology},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {9},
        pages = {2063-2066},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=192647},
        abstract = {Over-the-Top (OTT) platforms have transformed how audiences consume media by providing on-demand and personalized viewing experiences that challenge the traditional broadcast television model. With widespread internet availability, affordable smartphones, and smart TVs, OTT has become a dominant entertainment medium, especially among younger demographics. This study examines the technological, behavioral, and economic impacts of OTT platforms on traditional television technology. It also investigates the implications for broadcasters, advertisers, and policy-makers while proposing strategies to achieve technological and market convergence. Using survey data, secondary industry reports, and trend analysis, the study demonstrates a measurable shift in audience preference from scheduled broadcasting to personalized streaming ecosystems. The findings suggest that traditional television must innovate and integrate digital solutions to remain relevant in the streaming era.},
        keywords = {OTT, Television, Streaming Media, Consumer Behavior, Digital Transformation, Broadcasting Technology, Connected TV},
        month = {February},
        }