SCREENS ON DEMAND: OTT ADOPTION AND OUTCOMES FOR COLLEGE STUDENTS IN CHENNAI

Abstract

Background:

The Over-the-Top (OTT) services have transformed the method of media consumption by offering on-demand access to a wide range of content in a personalized and cost-effective manner. OTT services have become part of the daily routine among the young people of the city, especially those in tertiary education, who have determined their form of entertainment, social lives and education timetables. In Chennai, the active consumer base of OTT platforms poses important questions about the trends in their use, identifying variables, and future projections.

Aim: 

To explore trends of OTT usage, to determine salient factors that affect the usage, and to determine the perceived consequences, both desirable and undesirable of OTT consumption by college students in Chennai.

Methods: 

The research design adopted was descriptive research design where primary data was to be used using structured questionnaires that were distributed to 184 college students in Chennai. The stratified sampling was used to make sure that there was a representation in terms of gender, academic discipline, and year of study. All the data were analyzed using descriptive statistics, factor analysis and regression analysis with moderation analysis of demographic variables.

Results:  

OTT usage was also noted to be widespread with most of the respondents reporting 1-3 hours of daily use. The most preferred ones became Netflix, Prime Video, and Hotstar, and web series and feature films became the best content choices. The most used device was the Smartphones. Factor analysis provided three major dimensions that affected usage, including Content and Convenience, Social and Influence, and Cost and Access, which explained 81.92 -percent of the variance. Regression analyses also revealed that OTT use had negative effect on academic (b = [?].30) and lifestyle (b =.18) outcomes, and a positive effect on social interaction (b=.15). These relationships were moderated by gender and academic discipline.

Findings: 

The research confirms that quality of content, convenience and peer influence are a powerful stimulus to OTT acceptance among students in Chennai. Whereas the use of OTT promotes social connectivity and can enrich lifestyles where the content of the use is of high quality, overuse impedes academic achievement and derails daily schedules. These effects depend on gender and academic discipline.

Conclusion: 

OTT platforms represent the principal element of the student life in Chennai, with both positive and negative outcomes. Equal consumption, media literacy and content with educational value are the requirements with the view of maximizing the benefits and reducing the risks.