Influencers as Strategic Gatekeepers: Leveraging Business Intelligence in the OTT Market

The shift from conventional television broadcasts to over-the-top (OTT) digital streaming services has significantly transformed media consumption habits in India. As OTT platforms gain popularity, influencers have emerged as pivotal gatekeepers, shaping content preferences and influencing subscription decisions. This study explores the role of influencers in mediating content on OTT platforms through the lens of Two-Step Flow Theory, with a particular focus on business intelligence applications. Utilizing a qualitative research approach employing the Gioia method, the authors analyzed the experiences and opinions of 20 participants to understand how influencers impact consumer behavior on OTT platforms. The findings reveal that influencers significantly affect content discovery, trust, and subscription intentions by acting as intermediaries between OTT platforms and consumers. Key themes identified include content curation, interpretation, social proof, and cultural representation, aligning with the Two-Step Flow Theory. This advances the theoretical framework of influencer-driven marketing within the digital media landscape. It offers practical insights for OTT service providers to enhance user engagement and retention strategies through data-driven approaches.