A content analysis of tobacco, alcohol, and drug use imagery in Hindi movies on popular streaming platforms

Objectives Modelling of substance use content in audio-visual media poses a significant risk factor for its use in the general population. Few studies have quantified as well as compared smoking and alcohol content in Over the Top (OTT) platforms. Furthermore, there has been a long-standing controversy regarding the authorization of regulatory bodies to govern these platforms to date. We report an analysis of quantified smoking, alcohol, and other drug content depicted in top-viewed OTT movies from the year 2022 to 2024 from the 3 top OTT platforms and compare with the earlier studies conducted. Material and Methods Content analysis of a sample of 46 top-viewed content released on Netflix, Amazon Prime, and Disney+ Hotstar for any smoking, alcohol, or any other substance use content, with actual, implied use, and paraphernalia. An independent sample T test was used to compare the substance use categories over the years and OTT platforms. Results Most movies analysed were streamed on Netflix, with drama and thriller as dominant genres. About 43% of films lacked any initial warning disclaimers. Tobacco, Alcohol, and narcotics/other drugs use appeared in 43%, 76% and 17.4% of movies, respectively. Tobacco use duration had a significant decline in duration between 2023 and 2024. Alcohol use, too, had significant decline in duration across years but not across OTT platforms. Narcotics depictions show significant year-wise variation but no platform-specific differences. Conclusion The study discusses the public health challenge of the tobacco and alcohol use depiction in OTT movies. The need of governance and stricter regulations can minimise the risks on the community as a whole.