Author: Rahul Ahuja
Publication Year: 2025
Keywords: thesis
Abstract: The Indian entertainment industry has grown substantially in the recent years. This has all come to fruition because of the evolving habits of Indian viewers, which has witnessed a dramatic shift in the nature of the video content they consume, and the proliferation of online video streaming services. The industry has seen the emergence of a new player OTT, which is redefining the way in which Indians consume media and has transformed the landscape of traditional television. OTT, an acronym for Over-the-Top, refers to the delivery of video, audio, and other media content directly to viewers on their smartphone, tablet, computer/laptop, or Smart Television over the internet, evading traditional broadcast and cable platforms. The launch of 4G and 5G mobile network and broadband services that offer ultra-fast internet. connectivity and affordable prices also contributed to the demand and popularity of OTT platforms and video streaming on the go. The OTT and other internet video streaming services emphasise the "binge-watch" strategy, in which a viewer watches all the episodes of a single web series or show in one sitting. This viewing habit is very popular amongst the youth, and they watch a lot of video content with drama, comedy, action, love & romance, bold & erotic. excitement, and more, which comes in the shape of online series or episodes on the OTT platforms. The objective of this research study is to understand and analyse the impact of binge-watching model on the youth. The main pillars of this research objectives are the emergence and popularity of Over-the-Top (OTT) industry in India, the binge-watching model, its multidimensional impact on the youth and their perspective of the content being served on these platforms. Primary and secondary data sources were used to gather information for this research study. The primary data was collected through structured questionnaire distributed to the youth of urban city Patna, Bihar, while the secondary data was gathered from books. newspapers, research papers published in reputable journals, and previous studies conducted. IBM's statistical software SPSS has been used for primary data analysis, presentation, and identification of several aspects of research objectives.
Keywords: OTT, Binge-Watching, Web Series, Video Streaming, Youth
University: Rama University, Uttar Pradesh
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Category: Social Media
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