This systematic review brings together academic research, empirical evidence, and industry reports to explore two major developments in India’s media landscape: the widespread adoption of OTT streaming platforms and the growing acceptance of product placement as a marketing strategy. Drawing from studies in communication, consumer behaviour, marketing, and media economics, the review identifies three forces driving this transformation—rapid technological progress, increasing demand for diverse and localized digital content, and the evolution of product placement techniques across cinema, streaming platforms, and mobile environments.

The study introduces a conceptual model that explains how platform features, access to digital technology, and content attributes shape viewer attitudes and influence brand recall, while demographic factors and screen-specific behaviours moderate these effects. The findings suggest that as viewers shift toward personalized and mobile-first consumption, product placement has become more dynamic, data-informed, and context-sensitive than in traditional cinema. The review underscores important implications for marketers, platform designers, and researchers, highlighting the need for adaptive storytelling, analytically guided placement strategies, and closer attention to ethical challenges. Overall, this work offers an integrated framework for understanding how digital innovation continues to reshape both OTT adoption and product placement practices in India’s rapidly evolving entertainment ecosystem.