Marathwada Shikshan Prasarak Mandal’s

Deogiri Institute of Engineering and Management

Studies,
Chhatrapati Sambhajinagar

A Mini Project Report

On

“The Impact of the OTT platforms on youth:

A Study on Changing Media Consumption Habits”

Submitted by
Anuja Harish Gujrathi
Roll no. MB1162
MBA I semester
Batch 2024-2026

In partial fulfilment of the completion for MBA course of

Dr. Babasaheb Ambedkar Marathwada University,
Chhatrapati Sambhajinagar
1
 ACKNOWLEDGEMENT

I, Anuja Harish Gujrathi thank to Prof. Bharat

Pawar. His expertise was valuable during each step
of the project from narrowing the scope of the
research to theoretical development and analysis.
I also thank Dr. Rupesh Rebba (HOD), Dr.
Subhash Lahane (Dean Academics) Deogiri
Institute of Engineering and Management Studies,
Chhatrapati Sambhajinagar for encouraging and
guiding me through mini project.

Anuja Harish Gujrathi

MBA I semester
Batch 2024-2026

2
 CERTIFICATE

This is to certify that, Anuja Harish Gujrathi a

student of Deogiri Institute of Engineering &
Management Studies, Chh. Sambhajinagar Batch
2024-2026, has duly completed her Project (MANB
452) titled “The Impact of the OTT platforms on
youth: A Study on Changing Media Consumption
Habits” and has satisfactorily submitted the report
in partial fulfilment of Master of Business
Administration course.

Prof. Bharat Pawar Prof. Wasim Khan Prof. Rupesh Rebba

Project Guide Class Teacher HOD

3
 DECLARATION

I, Anuja Harish Gujrathi hereby declare that I

have completed the Mini Project on “The Impact of
the OTT platforms on youth: A Study on Changing
Media Consumption Habits” and submitted the
report for the same. It has not been previously
submitted for the basis of the award of any degree
or other similar titles of this or any other examining
body or university.

Place: - Chh. Sambhajinagar

Name: - Anuja Harish Gujrathi

Roll No.: - MB1162
Date: - 27/11/2024

4
 INDEX

SR. NO. CONTENT PAGE

NO.
CHAPTER I:
1.1 INTRODUCTION 6
1.2 OBJECTIVES OF THE STUDY 7
1.3 SCOPE OF THE STUDY 8-9
1.4 LIMITATIONS OF THE 10-11
STUDY
1.5 RESEARCH METHODOLOGY 12
CHAPTER II:
2.1 LITERATURE REVIEW/ 13-15
THEORETICAL
BACKGROUND
CHAPTER III:
3.1 DATA ANALYSIS AND 16-35
INTERPRETATION
3.2 FINDINGS 36-37
3.3 CONCLUSION 38
3.4 BIBLIOGRAPHY 39
ANNEXURE 40-45

5
 CHAPTER I
1.1 Introduction

In recent years, the rapid rise of digital technology has reshaped how
people consume media, with Over-the-Top (OTT) platforms at the
forefront of this transformation. OTT services, which deliver video
content directly over the internet and bypass traditional cable or
satellite systems, have revolutionized media consumption patterns.
Platforms like Netflix, Amazon Prime Video, Disney+, and a variety
of regional streaming services have seen tremendous growth,
particularly among younger audiences, who are driving much of this
digital change.
OTT platforms have expanded access to a vast array of content, from
films and TV series to documentaries and exclusive online shows.
Unlike traditional broadcast media, which follows scheduled
programming and may face regional restrictions, OTT platforms
offer on-demand content that can be accessed anytime and anywhere,
aligning closely with the preferences of younger viewers. This
convenience and personalization have spurred a marked shift in
viewing habits, with many young consumers favouring OTT services
over traditional TV or cinemas.
This study examines the substantial impact of OTT platforms on the
media consumption behaviours of today’s youth. By investigating
the factors fuelling this shift such as the range of content, ease of
access, and advances in technology the study aims to clarify how
OTT services influence not only what young people watch but also
how and why they engage with it. Additionally, the study explores
the broader implications of this shift, including its effects on cultural
preferences, social interactions, and even mental health, as media
consumption patterns continue to evolve in the digital age.

6
 1.2 Objectives of the study

 To Analyse the Shift in Media Consumption Habits

 To Investigate the Motivations for OTT Platform Usage
 To Understand the Influence on Cultural and Social
Preferences
 To Evaluate the Psychological Effects of OTT Consumption
 To Examine the Role of Technology in Media Consumption
 To Assess the Potential Implications for Traditional Media
 To Offer Recommendations for Content Creators and Media
Providers

These objectives aim to give a comprehensive view of how OTT

platforms are reshaping media consumption among young
people, with impacts on personal, social, and industry levels.

7
 1.3 Scope of the Study

This study is designed to examine the influence of Over-the-Top

(OTT) platforms on the media consumption patterns of young
people, specifically focusing on their preferences, motivations,
and the broader social and psychological effects of this digital
transition. The scope of the study includes the following key
areas: -
1. Target Audience
The research targets individuals aged 15 to 30, a demographic that
represents a highly active and engaged group on OTT platforms.
This study will analyse trends, preferences, and shifts in viewing
habits within this age range.

2. Geographical Focus
Although adaptable in its geographic range, this study primarily
focuses on urban and semi-urban regions where internet access and
OTT subscriptions are more common. It will also include
perspectives from rural areas where OTT accessibility is increasing
due to technological advancements and improved internet
penetration.

3. Types of OTT Content

This study covers various OTT content types, including movies,
TV series, documentaries, short films, and web series, exploring
how these formats attract youth and shape their viewing choices.

8
 4. Impact on Traditional Media
The study will analyse the effects of OTT platform growth on
traditional media sources such as television and cinema,
investigating how the youth’s preference for OTT content
influences their engagement with legacy media.

5. Technological Factors
Recognizing that OTT usage heavily relies on technology, this
study will explore the role of devices (such as smartphones, tablets,
laptops, and smart TVs) and high-speed internet in enabling OTT
consumption among young audiences.

6. Social and Psychological Dimensions

The research will examine the social and psychological aspects of
OTT usage, including the potential effects of binge-watching,
screen time, and exposure to diverse cultural content on youth
behaviour, mental health, and lifestyle.

7. Temporal Scope
This study will focus on trends from the past 5–7 years, a period
marked by substantial growth in OTT platforms, to gain insights
into how quickly changing media consumption habits among youth
are influencing current and future entertainment landscapes.

9
 1.4 Limitations of the Study

1. Limited Geographic Diversity

The study primarily examines youth in urban and semi-urban areas
with access to high-speed internet and advanced technology, which
may exclude insights from rural regions where OTT adoption is
slower due to limited connectivity and lower digital literacy levels.

2. Sample Size Limitations

Due to logistical and resource constraints, the sample size may be
limited, potentially affecting the generalizability of findings across
various demographic groups and geographic regions.

3. Rapid Technological and Trend Changes

Given the fast-evolving nature of the OTT industry, with frequent
changes in content, platform features, and technology, findings
could quickly become outdated as new trends and advancements
emerge.

4. Reliance on Self-Reported Data

This study relies on surveys and self-reported information, which
may introduce response biases. Participants might underreport or
overreport their OTT usage, which could impact the accuracy of
the findings.

10
 5. Limited Long-Term Psychological Impact Analysis
While the study examines some social and psychological effects of
OTT consumption, it may not capture long-term impacts, which
often require longitudinal studies and extended observation.

6. Cultural and Regional Content Preferences

Although OTT platforms offer diverse global content, audience
preferences can vary significantly by culture and region. The study
may not capture all cultural nuances or regional preferences in
content selection.

7. Youth-Centric Focus
This study focuses on youth (ages 15–30), which limits its scope
by excluding the OTT consumption habits of other age groups,
such as older adults or children, who also play a role in shaping the
media landscape.

8. Exclusion of Smaller OTT Platforms

The study primarily considers major OTT players (e.g., Netflix,
Amazon Prime Video, Disney+), potentially overlooking the
influence of smaller, regional, or niche platforms that may cater to
specific audience interests.

11
 1.5 Research Methodology

Sample Size:
A sample of 53 participants will be included to obtain a
representative and reliable dataset.
Sampling Method:
A probability sampling method is employed, where specific
selection criteria are established, and participants are randomly
chosen from the population to ensure a fair representation.
Sampling Technique:
A combination of convenience and purposive sampling will be
used to reach a diverse group within the target age range,
concentrating on individuals who actively use OTT platforms.

Data Collection Method:

 Surveys and Questionnaires:
A structured online survey will be administered to gather data on
factors such as viewing frequency, preferred OTT platforms, binge-
watching habits, device usage, and motivations for selecting OTT
over traditional media. The survey will incorporate both multiple-
choice questions and Likert scale items to quantify media
preferences and habits among youth.
This methodology offers a structured approach for data collection
and analysis, providing a comprehensive understanding of the
influence of OTT platforms on youth media engagement.

12
 CHAPTER II
2.1 Literature Review

The rapid rise of Over-the-Top (OTT) platforms has revolutionized

traditional media consumption, especially among youth. Research
reveals that these platforms significantly influence viewing habits,
social interactions, cultural perspectives, and psychological well-
being. This literature review covers key studies and theories on the
impact of OTT platforms, exploring how they shape youth media
consumption, the motivations driving their use, social and
psychological effects, and their relationship with traditional media.

1. OTT Platforms and Changing Media Consumption Patterns

Numerous studies show that OTT platforms have transformed
traditional media habits by providing on-demand, personalized
content. Chaudhary and Dutt (2019) found that the convenience and
accessibility of OTT services appeal strongly to youth, who prefer
digital content and enjoy control over their viewing schedules. This
shift is supported by widespread internet-enabled devices and high-
speed connectivity, allowing flexible viewing options. Gupta and
Singh (2020) discuss this transition as a generational change, with
youth increasingly attracted to platforms offering tailored viewing
experiences over traditional, scheduled programming.
Researchers observe that youth increasingly prefer OTT platforms
over conventional cinema and cable television (Mukherjee, 2021),
citing diverse content, affordability, and ease of access as key
reasons. Akter (2022) identifies this as part of a broader digital
consumption trend, where young viewers prioritize internet-based
media over traditional, scheduled forms.

13
2. Factors Influencing Youth Engagement with OTT Platforms
Understanding what motivates youth to engage with OTT platforms
is essential in explaining the shift in media consumption habits. Raj
and Harish (2019) found that factors such as on-demand access,
genre diversity, and exclusive content are major drivers of youth
engagement with OTT. Shah and Patel (2021) further highlight the
impact of personalized recommendation algorithms, which create a
tailored experience and build loyalty among users by aligning with
individual preferences.
Binge-watching, prevalent among OTT users, is also well-
documented in the literature. Karmakar and Banerjee (2020) attribute
the rise of binge-watching to features like “autoplay,” which keeps
users engaged for extended periods. Youth are particularly drawn to
binge-watching, finding it both entertaining and a means to relieve
stress (Sharma & Mehta, 2021).

3. Cultural and Social Implications of OTT Consumption

OTT platforms expose youth to diverse global content, which
influences their cultural preferences and identity. Roy and Saha
(2020) note that access to international shows and movies on
platforms such as Netflix and Amazon Prime Video has increased
youth appreciation for different cultures, contributing to a shift from
local to global media preferences. This cultural exposure can
influence language, style, and values among youth, reshaping aspects
of their identity.
The social impact of OTT consumption is complex. Malik and Bhatia
(2022) found that increased digital content consumption has reduced
face-to-face interactions, as youth spend more time with personal
devices. This shift has prompted discussions on social isolation, with
some researchers suggesting that frequent binge-watching can
weaken real-world social connections.

14
4. Psychological Effects of OTT Platforms on Youth
The psychological impact of OTT consumption, particularly binge-
watching, has raised concerns. Aggarwal and Joshi (2019) suggest
that excessive viewing may contribute to mental health issues like
anxiety, stress, and sleep disturbances. Prolonged screen time can
lead to “video fatigue,” where viewers feel mentally drained. Prasad
and Gupta (2021) also argue that continuous exposure to new content
may impair concentration and productivity among young viewers.
However, research also highlights positive psychological impacts.
Sharma and Banerjee (2020) argue that OTT platforms provided
mental comfort during challenging times, such as the COVID-19
pandemic, offering an escape and a source of relaxation when other
recreational activities were unavailable.

5. OTT Platforms vs. Traditional Media

The shift from traditional media to OTT platforms is a recurring
theme in recent studies. Traditional media, such as television and
cinema, have seen a decline in youth viewership as more young
people turn to digital platforms. Das and Roy (2021) suggest that the
flexibility and variety offered by OTT platforms make them more
appealing than traditional television, which often lacks
personalization and is constrained by scheduled programming.
However, some research suggests that OTT and traditional media can
coexist. Sen and Mitra (2022) argue that hybrid models, where
traditional broadcasters integrate OTT services, could offer a
combined experience, providing both live and on-demand content
and bridging the gap between the two formats.

15
 CHAPTER III
4.1 Data Analysis and Interpretation

Q.1 What is your age?

Sr. Options No. of Percentage

No. Respondent
1 18-21 20 37.7%
2 22-25 24 45.3%
3 26-30 9 17.0%

INTERPRATATION: -
The majority of respondents fall in the 22-25 age group (45.3%),
followed by the 18-21 age group (37.7%). The 26-30 age group
makes up the smallest proportion at 17%. This suggests that the
audience is predominantly young adults, with a significant focus
on individuals aged 18-25.

16
Q.2 What device do you use most often to access OTT content?
(Respondents can select more than 1 option)

Sr. Options No. of Percentage

No. Respondent
1 Smartphone 32 60.4%
2 Laptop 25 47.2%
3 Smart TV 21 39.6%
4 Tablet 7 13.2%

INTERPRATATION: -
With liberty of selecting more than one option most of the
respondents have selected multiple options. 60.4 % of the
respondents have said that they use Smartphones. 47.2%
respondents have said that they use Laptops, while 39.6% and
13.2 % respondents are using Smart TV and Tablets respectively.

17
Q.3 Which OTT platforms do you use most frequently?
(Respondent can be selected more than 1 option)

Sr. Options No. of Percentage

No. Respondent
1 Netflix 31 58.5%
2 Amazon Prime 36 67.9%
3 Disney+ Hotstar 38 71.7%
4 Hulu 6 11.3%
5 Others 18 34%

INTERPRATATION: -
The data shows that Disney+ Hotstar is the most frequently used
OTT platform, with 71.7% of respondents selecting it, followed by
Amazon Prime (67.9%) and Netflix (58.5%). Hulu has the
lowest usage, with only 11.3% of respondents, while 34% of
respondents use other platforms. This indicates a strong
preference for Disney+ Hotstar.

18
Q.4 What type of content do you prefer on OTT
platforms? (Respondent can be selected more than 1 option)

Sr. Options No. of Percentage

No. Respondent
1 Movies 33 62.3%
2 TV shows/series 33 62.3%
3 Documentaries 17 32.1%
4 Reality shows 19 35.8%

INTERPRATATION: -
The data reveals that Movies and TV shows/series are equally
popular, with 62.3% of respondents preferring both types of
content. Reality shows attract 35.8%, while Documentaries are
the least preferred, with only 32.1% of respondents.

19
Q.5 How often do you watch content on OTT platforms?

Sr. Options No. of Percentage

No. Respondent
1 Daily 10 18.9%
2 3-4 times a week 15 28.3%
3 Weekly 14 26.4%
4 Occasionally 14 26.4%

INTERPRATATION: -
The data shows the frequency of activity participation among 53
respondents. Most respondents 28.3% engage 3-4 times a week,
followed by those who participate Weekly or Occasionally both
26.4%. Only 18.9% engage Daily, indicating moderate frequency
of participation overall.

20
Q.6 How do OTT platforms affect your daily routine?

Sr. Options No. of Percentage

No. Respondent
1 I plan my schedule 9 17%
around shows
2 I binge-watch on 16 30.2%
weekends
3 I watch occasionally 22 41.5%
4 No impact 6 11.3%

INTERPRATATION: -
The data shows that the majority 41.5% of respondents Watch TV
occasionally, followed by 30.2% who prefer binge-watching on
weekends. About 17% plan their schedules around shows, while
11.3% report that TV has no impact on their routines. This
indicates a diverse range of viewing habits, with occasional
watching being the most common.

21
Q.7 How much do you spend on OTT platform subscriptions
monthly?

Sr. Options No. of Percentage

No. Respondent
1 Less than ₹200 26 49.1%
2 ₹200 - ₹400 18 34.0%
3 ₹400 - ₹800 7 13.2%
4 More than ₹800 2 3.8%

INTERPRATATION: -
The majority 49.1% of respondents spend less than ₹200 monthly
on OTT subscriptions, while 34% spend ₹200–₹400. Only 13.2%
spend ₹400–₹800, and a minimal 3.8% spend over ₹800. This
suggests most viewers prefer affordable subscription options.

22
Q.8 What factors influence your choice of OTT platform?
(Respondent can be selected more than 1 option)
Sr. Options No. of Percentage
No. Respondent
1 Content variety 32 60.4%
2 Subscription cost 18 34%
3 User 20 37.7%
experience/interface
4 Availability of 20 37.7%
exclusive content
5 Recommendations 13 24.5%

INTERPRATATION: -
The primary factor influencing the choice of OTT platforms is
Content variety (60.4%), highlighting its importance in user
preferences. Subscription cost (34%), User experience/interface
(37.7%), and Availability of exclusive content (37.7%) are
secondary factors, indicating a balance between affordability and
quality. Recommendations (24.5%) play the smallest role,
showing that personal exploration and platform offerings outweigh
external suggestions.

23
Q.9 Have you been influenced by OTT content in any of your
decision-making (fashion, lifestyle, etc.)?

Sr. Options No. of Percentage

No. Respondent
1 Yes, a lot 17 32.1%
2 Somewhat 16 30.2%
3 Rarely 11 20.8%
4 Not at all 9 17.0%

INTERPRATATION: -
The data shows that OTT content significantly influences decision-
making for 32.1% of respondents, while 30.2% feel somewhat
influenced. Around 20.8% are rarely influenced, and 17% report
no impact. This highlights a moderate to strong influence of OTT
content on lifestyle choices for a majority.

24
Q.10 How do you prioritize watching OTT content compared
to other activities (like studying, working, or exercising)?

Sr. Options No. of Percentage

No. Respondent
1 It’s my top priority 14 28%
2 I balance it well 22 44%
3 I sometimes neglect 3 6%
other activities
4 I rarely prioritize it 11 22%

INTERPRATATION: -
The majority (44%) balance OTT watching with other activities,
while 28% make it a top priority. Only 6% admit to neglecting
other activities, and 22% rarely prioritize it. This suggests most
respondents integrate OTT viewing without heavily compromising
other responsibilities.

25
Q.11 Which genre do you watch most frequently on OTT
platforms? (Respondent can be selected more than 1 option)
Sr. Options No. of Percentage
No. Respondent
1 Action 29 56.9%
2 Comedy 35 68.6%
3 Drama 39 76.5%
4 Horror 25 49%
5 Science 21 41.2%
Fiction/Fantasy
6 Romance 24 47.1%
7 Documentary 15 29.4%
8 Thriller/Suspense 20 39.2%

INTERPRATATION: -
The most frequently watched genre is Drama (76.5%), followed
by Comedy (68.6%) and Action (56.9%), indicating a preference
for engaging and entertaining content. Horror (49%) and
Romance (47.1%) are moderately popular, while Science
Fiction/Fantasy (41.2%) and Thriller/Suspense (39.2%) cater to
niche audiences. Documentaries (29.4%) are the least watched,
suggesting that viewers prioritize entertainment over informational
content.

26
Q.12 Do you find content on OTT platforms more relatable
and appealing compared to traditional media?

Sr. Options No. of Percentage

No. Respondent
1 Strongly agree 17 32.1%
2 Agree 20 37.7%
3 Neutral 15 28.3%
4 Disagree 1 1.9%
5 Strongly disagree 0 0%

INTERPRATATION: -
The majority of respondents either Agree (37.7%) or Strongly
agree (32.1%) that OTT content is more relatable and appealing
than traditional media, indicating a strong preference for OTT
platforms. 28.3% are Neutral, showing some ambivalence, while
only 1.9% Disagree and none Strongly disagree. This highlights
the growing relevance and appeal of OTT platforms in delivering
content that resonates with audiences.

27
Q.13 Have you learned anything new (e.g., cultural, historical)
from the movies you watch on OTT platforms?

Sr. Options No. of Percentage

No. Respondent
1 Yes, a lot 19 36.5%
2 Somewhat 22 42.3%
3 Not really 6 11.5%
4 Not at all 5 9.6%

INTERPRATATION: -
Most respondents (78.8%) feel they have learned something new
from OTT movies, with 36.5% saying a lot and 42.3% saying
somewhat. A smaller portion (21.1%) reported limited or no
learning, with 11.5% saying not really and 9.6% not at all.

28
Q.14 Do you believe that excessive OTT consumption can
negatively impact your productivity or social life?

Sr. Options No. of Percentage

No. Respondent
1 Strongly agree 15 28.3%
2 Agree 18 34%
3 Neutral 15 28.3%
4 Disagree 5 9.4%
5 Strongly disagree 0 0%

INTERPRATATION: -
The data shows that most respondents (62.3%) agree that
excessive OTT consumption negatively impacts productivity or
social life, highlighting its perceived drawbacks. A notable 28.3%
are neutral, reflecting mixed or situational views. Only 9.4%
disagree, and none strongly disagree, indicating broad
acknowledgment of the potential negative effects.

29
Q.15 How do you watch content on OTT platforms?

Sr. Options No. of Percentage

No. Respondent
1 Binge-watch 19 35.8%
2 Weekly episodes 20 37.7%
3 Casual watching 14 26.4%

INTERPRATATION: -
OTT viewing habits are split, with 37.7% preferring Weekly
episodes and 35.8% Binge-watching. Casual watching accounts
for 26.4%, showing varied preferences, but regular engagement
dominates.

30
Q.16 How do you usually discover new movies to watch on
OTT platforms?

Sr. Options No. of Percentage

No. Respondent
1 Recommendations from 19 37.3%
friends/family
2 Trending sections on the 17 33.3%
platform
3 Social media 11 21.6%
4 Online reviews or blogs 4 7.8%

INTERPRATATION: -
Most respondents 37.3% discover new movies through
recommendations from friends or family, followed by 33.3%
who rely on trending sections of the platform. Social media
plays a role for 21.6%, while online reviews or blogs are less
influential at 7.8%.

31
Q.17 How has your media consumption changed since you
started using OTT platforms?

Sr. Options No. of Percentage

No. Respondent
1 Watch more content 27 50.9%
2 Watch less 17 32.1%
traditional TV
3 No significant 9 17%
change

INTERPRATATION: -
Half of the respondents 50.9% Watch more content since using
OTT platforms, while 32.1% Watch less traditional TV. Only
17% report No significant change, indicating that OTT has largely
increased overall media consumption.

32
Q.18 What role does social media play in influencing your
content choices on OTT platforms?

Sr. Options No. of Percentage

No. Respondent
1 Recommendations 26 49.1%
2 Advertisements 16 30.2%
3 Peer suggestions 9 16.9%
4 Little to no influence 2 3.8%

INTERPRATATION: -
Social media significantly influences OTT content choices, with
49.1% relying on recommendations and 30.2% being influenced
by advertisements. Peer suggestions affect 16.9%, while 3.8%
report little to no influence, highlighting social media's strong
impact on viewing decisions.

33
Q.19 Do OTT platforms cover social issues that resonate with
you?

Sr. Options No. of Percentage

No. Respondent
1 Yes 23 43.4%
2 No 13 24.5%
3 Sometimes 17 32.1%

INTERPRATATION: -
Nearly half of the respondents 43.4% feel that OTT platforms
cover social issues that resonate with them, while 32.1% say it
happens sometimes. 24.5% report that OTT platforms do not cover
social issues that resonate with them, indicating a varied
connection to content on these platforms.

34
Q.20 In your opinion, how will the future of traditional media
compare to OTT platforms?

Sr. Options No. of Percentage

No. Respondent
1 Traditional media 17 32.1%
will decline
2 Both will coexist 26 49.1%
3 OTT will dominate 10 18.9%

INTERPRATATION: -
Most respondents 49.1% believe traditional media and OTT
platforms will coexist, while 32.1% predict a decline in
traditional media. Only 18.9% think OTT will dominate,
suggesting a balanced future between the two forms of media.

35
 3.2 Finding

Demographics & Device Usage:

 Majority of respondents are young adults aged 18–25 (83%
combined).
 Most commonly used devices are Smartphones (60.4%),
followed by Laptops (47.2%).

OTT Platform Preferences:

 Disney+ Hotstar is the most popular OTT platform (71.7%),
followed by Amazon Prime (67.9%) and Netflix (58.5%).
 Movies and TV shows are equally popular (62.3%), while
documentaries are the least preferred (32.1%).

Viewing Habits:
 Majority watch TV occasionally (41.5%), while binge-
watching on weekends is common (30.2%).
 Most respondents spend less than ₹200 on OTT subscriptions
(49.1%).

Content Preferences:
 Drama (76.5%), Comedy (68.6%), and Action (56.9%) are the
top genres.
 OTT content is seen as more relatable than traditional media
by 69.8% of respondents.

36
Impact on Lifestyle:
 62.3% believe OTT content can negatively impact
productivity or social life.
 78.8% reported learning something new from OTT content.

Discovery & Social Media Influence:

 Recommendations from friends/family (37.3%) and platform
trends (33.3%) are the primary ways to discover new content.
 Social media significantly influences OTT choices (49.1%).

Future Outlook:
 Most respondents (49.1%) believe traditional media and OTT
platforms will coexist, though 32.1% predict a decline in
traditional media.

37
 3.3 Conclusion

The study highlights the increasing popularity of OTT platforms,

especially among the 18–25 age group, which constitutes the
majority of users. Key drivers of this trend include affordable
pricing, a diverse content library, and accessibility via devices like
smartphones and laptops. Disney+ Hotstar, Amazon Prime, and
Netflix emerge as the most preferred platforms, with genres such
as Drama, Comedy, and Action dominating viewer interest.
Viewing habits are varied, ranging from occasional watching to
binge sessions on weekends, reflecting the adaptability of OTT
consumption. While the relatability and informational value of
OTT content are widely appreciated, excessive usage is recognized
as having potential downsides, such as impacts on productivity and
social interactions.
Social media plays a significant role in influencing content
discovery, with recommendations and trending lists being major
factors in decision-making. This highlights the importance of peer
influence and digital engagement in shaping user preferences.
Looking forward, it is anticipated that OTT platforms and
traditional media will coexist, with OTT gaining prominence due
to its personalized and relatable content. This evolution indicates a
balanced future where OTT platforms continue to innovate and
lead the entertainment industry while complementing traditional
media formats.

38
 3.4 Bibliography

https://www.ott.com/resources/
https://medium.com/@sameehaiyer235/the-impact-of-the-ott-
platform-on-youth-4cd6f7635c77

Google Form: -
https://docs.google.com/forms/d/e/1FAIpQLSeJeUCUhGOQM6_
DFRMQRFs0KgxNeAr38ebkVt--
RXVEvysswQ/viewform?usp=sf_link

Kaur, H. (2019). Youth and Digital Media: OTT Platforms as the

New Norm in Media Consumption. International Journal of
Communication Studies.

39
 ANNEXURE

Q.1 What is your age?

a) 18-21
b) 22-25
c) 26-30

Q.2 What device do you use most often to access OTT content?
a) Smartphone
b) Laptop
c) Smart TV
d) Tablet

Q.3 Which OTT platforms do you use most frequently?

a) Netflix
b) Amazon Prime
c) Disney+ Hotstar
d) Hulu
e) Others

Q.4 What type of content do you prefer on OTT platforms?

a) Movies
b) TV shows/series
c) Documentaries
40
d) Reality shows

Q.5 How often do you watch content on OTT platforms?

a) Daily
b) 3-4 times a week
c) Weekly
d) Occasionally

Q.6 How do OTT platforms affect your daily routine?

a) I plan my schedule around shows
b) I binge-watch on weekends
c) I watch occasionally
d) No impact

Q.7 How much do you spend on OTT platform subscriptions

monthly?
a) Less than ₹200
b) ₹200 - ₹400
c) ₹400 - ₹800
d) More than ₹800

Q.8 What factors influence your choice of OTT platform?

a) Content variety
b) Subscription cost

41
c) User experience/interface
d) Availability of exclusive content
e) Recommendations

Q.9 Have you been influenced by OTT content in any of your

decision-making (fashion, lifestyle, etc.)?
a) Yes, a lot
b) Somewhat
c) Rarely
d) Not at all

Q.10 How do you prioritize watching OTT content compared to

other activities (like studying, working, or exercising)?
a) It’s my top priority
b) I balance it well
c) I sometimes neglect other activities
d) I rarely prioritize it

Q.11 Which genre do you watch most frequently on OTT

platforms?
a) Action
b) Comedy
c) Drama
d) Horror
e) Science Fiction/Fantasy
42
f) Romance
g) Documentary
h) Thriller/Suspense

Q.12 Do you find content on OTT platforms more relatable and

appealing compared to traditional media?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree

Q.13 Have you learned anything new (e.g., cultural, historical)

from the movies you watch on OTT platforms?
a) Yes, a lot
b) Somewhat
c) Not really
d) Not at all

Q.14 Do you believe that excessive OTT consumption can

negatively impact your productivity or social life?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
43
e) Strongly disagree

Q.15 How do you watch content on OTT platforms?

a) Binge-watch
b) Weekly episodes
c) Casual watching

Q.16 How do you usually discover new movies to watch on OTT

platforms?
a) Recommendations from friends/family
b) Trending sections on the platform
c) Social media
d) Online reviews or blogs

Q.17 How has your media consumption changed since you started
using OTT platforms?
a) Watch more content
b) Watch less traditional TV
c) No significant change

Q.18 What role does social media play in influencing your content
choices on OTT platforms?
a) Recommendations
b) Advertisements
c) Peer suggestions
44
d) Little to no influence

Q.19 Do OTT platforms cover social issues that resonate with you?
a) Yes
b) No
c) Sometimes

Q.20 In your opinion, how will the future of traditional media

compare to OTT platforms?
a) Traditional media will decline
b) Both will coexist
c) OTT will dominate

45