Sen, BiswarupBiswas, Indroneil Bir2024-08-072024-08-072024-08-07https://hdl.handle.net/1794/29776The rise of the internet and digital technologies in the last three decades has transformed how individuals and societies consume, and make sense of, media. Digital penetration affects almost every aspect of social life, including the form, content and affordances offered by transnational media conglomerates. The post-2000s shift from traditional broadcasting to digital streaming has raised a new set of questions about contemporary media technologies. This study, rooted in the theoretical framework of global media, political economy and cultural studies, enhances the existing scholarship around the concepts of hybridity and glocalization by analyzing the effects of the relatively new, dynamic technology of digital streaming in a rapidly digitizing economy of India. I will concurrently analyze the factors behind the global leader Netflix’s relative struggles, and the emergence of Disney+Hotstar and JioCinema as the domestic leader in India. The present investigation argues that in the arena of global media, conglomerates, technologies, platforms need to localize their message, agendas, ideology for effective consumption, interpretation and adoption.en-USAll Rights Reserved.Disney+HotstarGlobal MediaGlocalizationJioNetflixStreamingElectronic Thesis or Dissertation