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Instagram's Role in the Rise and Success of Over-the-Top (OTT) Media

Instagram's Role in the Rise and Success of Over-the-Top (OTT) Media
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Author(s): B. Harry (Vellore Institute of Technology, India)and Vijayakumar Muthusamy (Vellore Institute of Technology, India)
Copyright: 2024
Pages: 19
Source title: The Rise of Over-the-Top (OTT) Media and Implications for Media Consumption and Production
Source Author(s)/Editor(s): Nithin Kalorth (Mahindra University, India)
DOI: 10.4018/979-8-3693-0116-6.ch005


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This comprehensive chapter delves into the pivotal role of Instagram's role in shaping over-the-top (OTT) media, highlighting its visual storytelling, marketing potential, and strategic influencer collaborations. It also explores user-generated content and fan networks, fostering kinship and audience loyalty. by investigating the Instagram's dynamic discovery features, including hashtags, trends, and algorithmic recommendations, amplify OTT content's reach and resonance. Real-time interaction between creators and audiences also shapes content production, marketing campaigns, and informed decision-making. The chapter also explores Instagram's revenue-generating potential for both OTT platforms and content creators, with influencer endorsements, sponsored posts, and product integrations emerging as avenues for supplementary revenue streams. Overall, this comprehensive exploration of Instagram's impact on OTT media provides a comprehensive understanding of their symbiotic relationship, fueling the contemporary media landscape.

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