The rapid growth of digital technology and internet penetration has significantly transformed the globalentertainment industry, with Over-The-Top (OTT) platforms emerging as dominant channels for contentconsumption. This study analyzes consumer behavior towards OTT platforms based on primary data collectedfrom 138 respondents. Findings reveal that Netflix (33.6%) and Amazon Prime (32.5%) are the most preferredplatforms, while exclusive content (41.9%) and affordable pricing are the primary subscription motivators. Meananalysis indicates high satisfaction with value for money (mean: 4.15) and moderate satisfaction with contentvariety (mean: 3.81), but significant dissatisfaction with customer support (mean: 2.3) and advertisement policy(mean: 2.09). The study provides strategic insights for OTT service providers to improve service quality, digitalmarketing, and subscriber retention in a competitive digital environment.