Pocket Entertainment: Dissecting the Mobile-First Streaming Shift

Author(s)	Ms. Shivani Patel, Dr. Kumar Mausam
Country	India
Abstract	The growth of Over-the-Top (OTT) streaming platforms has transformed media consumption, through mobile devices by younger audiences. This study explores mobile-first OTT behavior, focusing on its impacts on user attention spans and multitasking. Utilizing media convergence theory and digital attention economy frameworks, the research found that mobile devices account for over 60% of OTT traffic, with 40% of users multitasking during viewing. Very few reported high focus levels, raising concerns about content retention. Gen Z favors short-form content, while older viewers accept longer formats. Findings suggest content should be mobile-optimized and fast-paced to retain engagement. OTT platforms should enhance user interfaces for multitasking while ensuring content visibility and promote digital literacy to mitigate the effects of mobile consumption. Overall, the study sheds light on changing digital viewing habits and their cultural effects.
Keywords	Mobile-first consumption, OTT platforms, User behavior, Attention spans, multitasking.
Field	Sociology > Journalism / Media
Published In	Volume 7, Issue 5, September-October 2025
Published On	2025-09-05
DOI	https://doi.org/10.36948/ijfmr.2025.v07i05.55306

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