Study on Content Consumption Patterns on OTT vs Traditional TV: A Study of Changing Viewer Behaviour (Students)
Vansh Singhal
Amity Business School
Vanshagrawal1978@gmail.com
Dr. Kailsh Kumar Sahu
Ass. Pro. Amity business school
kksahu@raipur.amity.edu
Abstract:
The research explores the shift in content consumption habits among college students, particularly comparing Over-the-Top (OTT) platforms with traditional television. With the growth of internet access and mobile devices, students now prefer flexible, personalized content over scheduled TV programming. The study is based on a survey of 100 student respondents and investigates the frequency of usage, preferred content, device choices, and reasons behind platform preference. The findings indicate a strong tilt toward OTT platforms like Netflix, Amazon Prime Video, and Disney+ Hotstar, due to their convenience, variety, and user-friendly features. Traditional TV still holds some ground for live content and family viewing but lacks individual appeal. The study provides insights for content creators, marketers, and media providers on how to better engage with the digital-first student demographic. It also suggests strategies for both OTT services and traditional broadcasters to stay relevant in a rapidly evolving entertainment landscape.
