This industry-oriented project, submitted by Arun Walmiki to Chetana's Institute of Management & Research, Bandra (East), Mumbai, for the Post Graduate Diploma in Management (PGDM) program, academic year 2020-2021, investigates the impact of Over-The-Top (OTT) platforms on Direct-to-Home (DTH) services among millennial consumers in Mumbai. The project explores the rapidly growing OTT market in India, its consumption patterns, and its influence on traditional DTH services. It provides an overview of the media and entertainment industry, government regulations, and emerging trends like 5G internet. The report includes an introduction to the industry, general management aspects, social relevance, functional perspectives, and learnings and challenges, along with supporting data and acknowledgements. The study analyzes the competitive landscape, consumer preferences, and the economic impact of the shift towards digital entertainment, offering insights into the evolving consumer behavior and market dynamics in the Mumbai region.
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