OTT Content Consumption Pattern Among College-going Students in Surat City

Ishani Sharad Choksi

OTT Content Consumption Pattern Among College-going Students in Surat City

Author(s)	Ms. Ishani Sharad Choksi
Country	India
Abstract	Purpose: The rapid growth of Over-the-Top (OTT) platforms has significantly changed the way young consumers access and consume entertainment and digital content. Unlike traditional television, OTT platforms provide flexible access to movies, web series, television Programmes, sports, educational content and other digital media through internet-enabled devices. The present study aims to examine the OTT content consumption pattern among college-going students in Surat City, with a focus on viewing frequency, binge-watching, platform preference, content preference and motivations for OTT content consumption. Design/methodology/approach: The study adopts a descriptive cross-sectional research design. Primary data were collected through a structured questionnaire from 211 college-going students in Surat City. The questionnaire included demographic questions, multiple-response questions related to OTT platforms and content preferences, and Likert-scale statements measuring different dimensions of OTT content consumption. Frequency distribution, percentages, multiple-response analysis and Cronbach’s Alpha were used for data analysis. Findings: The findings indicate that OTT platforms are widely used among college-going students, with respondents showing preferences for multiple platforms. Netflix and Jio Hotstar emerged as the most preferred OTT platforms, while movies and web series were the most preferred content types. Drama, action and crime were among the most preferred genres. The results also indicate regular viewing and binge-watching practices, along with multiple motivations for consuming OTT content. The reliability analysis showed satisfactory internal consistency across the major OTT consumption constructs. Originality/value: The study provides a focused understanding of OTT content consumption among college-going students in Surat City. By examining viewing patterns, platform preferences, content preferences and motivations together, the study contributes to the growing literature on digital media consumption among young Indian consumers.
Keywords	Keywords: OTT Platforms, Content Consumption, OTT Viewing Pattern, Platform Preference, Content Preference, College Students, Digital Media.
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-09-16

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OTT Content Consumption Pattern Among College-going Students in Surat City

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