A Detailed Bibliographic Analysis on the Growth and Impact of Over The Top (OTT) as a Medium of Education using Artificial Intelligence Tools

Abstract

This article provides a bibliographic analysis of the growth of Over-the-top (OTT) media services in education, enhanced by Artificial Intelligence (AI), drawing on research over the past 15 years. The report underscores the increasing impact of AI-driven OTT platforms in promoting the cause of education, especially following the COVID-19 epidemic. It recognises the substantial expansion of India’s higher education industry, targeting a 50% Gross Enrolment Ratio by 2035. Nevertheless, the study reveals a research deficiency in comprehending the influence of OTT on this almost exponentially growing educational field. Of the 2986 publications published between 2008 and 2025, 1361 pertinent articles pertaining to computer science, engineering, and social sciences were examined. Journals constituted the predominant publication type at 49.4%, succeeded by conferences at 36.1%. The report identifies the United States and India as prominent contributors to OTT research. A user survey conducted using primary data gathered from as many as 7 states of India from about 1900 respondents on Zoho platform revealed that Coursera is the favoured OTT education platform.