Purpose – This research examines the connection between India’s economic development and emerging consumer behaviour, with emphasis on the Indian film landscape and Over-the-Top (OTT) streaming platforms. Design/methodology/approach – A mixed-method approach was utilized, integrating qualitative content analysis with secondary data sourced from academic publications and industry reports. The study investigates market dynamics, digital transformation, and evolving viewer patterns. Findings – The findings reveal that economic advancement and the spread of digital infrastructure have significantly impacted entertainment preferences. OTT services now play a pivotal role in delivering localized and personalized content. Despite these innovations, several ethical concerns—ranging from content moderation to privacy—remain unresolved. Originality/value – This paper contributes to contemporary discussions on digital media by contextualizing India’s consumer evolution in the entertainment industry. It provides insights for media practitioners, regulators, and researchers seeking sustainable and ethical growth strategies.