FROM CONSUMPTION TO IDENTITY: ANALYSING THE SOCIO BEHAVIOURAL IMPACT OF OTT PLATFORMS ON YOUTH IN CHENNAI

Digital media plays a central role in shaping contemporary youth behaviour, communication,
and lifestyle, with OTT platforms enabling continuous and on-demand content consumption. This
trend is particularly prominent among youth in Chennai.
The study examines the impact of OTT consumption on lifestyle transformation, focusing on
viewing patterns, behavioural changes, and identity formation. A quantitative survey method was
used to collect primary data from respondents aged 18–30 years. Key variables include usage
frequency, binge-watching behaviour, sleep patterns, lifestyle changes, and socio-cultural
influence.
Findings indicate high daily OTT usage, widespread binge-watching and late-night viewing,
leading to sleep disturbances, reduced physical activity, and altered routines. Significant
behavioural and cultural influences were also observed, including changes in communication
and preferences.
The study identifies a dual impact, with both negative outcomes such as reduced productivity and
positive effects such as entertainment and global exposure. Overall, OTT platforms significantly
influence youth lifestyles, highlighting the need for balanced and mindful consumption.