The Changing Paradigm of the Portrayal of Women in OTT Platforms and the Silver Lining: Mediating Role of Freedom from Biases

In recent times, the world has witnessed radical growth in over-the-top (OTT) platforms, and one major factor contributing to this growth is content that is more relevant, engaging, and contemporary. The present study aims at critically examining the changing portrayal of women by understanding the perspectives of OTT viewers. A conceptual model was developed and tested using primary data collected from 267 respondents using a structured questionnaire. The data analysis was done leveraging SPSS 22.0 and IBM AMOS 20.0. The proposed model was tested using first-order confirmatory factor analysis, followed by path analysis using structural equation modeling (SEM). The study reveals that creative freedom and global communication on women in OTT lead to a changing portrayal of women and women's empowerment. The study also confirms that freedom from bias mediates the changing portrayal of women in OTT for creative freedom and global conversation on womanhood, but does not have a mediating role in changing the portrayal of women in OTT for realistic, relatable content and women-led narration. The study is unique as it attempts to gauge OTT viewers’ perspectives regarding the shift in OTT content and its contribution to gender equality and women’s empowerment. There is a dearth of empirical studies conducted covering this area, specifically in the context of a developing country like India. Therefore, this study makes a significant contribution both in theoretical and practical aspects. Keywords: Portrayal of Women, OTT platforms, Women Empowerment, Freedom from biases, Creative Freedom