| Abstract: |
The second decade of the 21st century marks a digital renaissance, altering global media consumption paradigms. In India, the post-2016 telecom revolution coupled with the deployment of 5G networks transformed high-speed data into an essential utility. This structural shift accelerated the decline of traditional linear media, paving the way for Over-the-Top (OTT) streaming platforms. This study empirically investigates the OTT consumption habits, preferences, and socio-psychological determinants among youth aged 18–30 in Raipur, the capital and a prominent educational hub of Chhattisgarh. Rooted in the Uses and Gratifications Theory (UGT) and the Technology Acceptance Model (TAM), the research uses a mixed-methods design comprising descriptive and quantitative approaches. Primary data was gathered via structured questionnaires (N=150) and targeted field surveys across key socio-commercial clusters in Raipur. The findings indicate that JioCinema (38%) leads local adoption due to economic value and sports streaming, followed by Netflix (24%) and Amazon Prime Video (22%). Crime thrillers dominate genre choices (42%), and an operational "New Prime Time" has emerged between 10:00 PM and 1:00 AM. The paper discusses the theoretical implications of these behaviors, addresses the rising challenges of binge-watching and screen dependency, and details strategies for integrating regional Chhattisgarhi content into mainstream digital ecosystems. |
