Exploring OTT Content Consumption: A comparative study among Rural and Urban Youth in Mysuru

Abstract

The emergence of Over-The-Top (OTT) platforms has significantly transformed the entertainment landscape in India, offering diverse digital content accessible via the internet. The market has seen rapid growth, fueled by platforms like Netflix, Amazon Prime Video, Disney+ Hotstar, and YouTube. The COVID-19 pandemic accelerated this trend, increasing screen time and shifting audiences away from traditional media. Guided by the Uses and Gratifications Theory, this study explores how individuals actively engage with OTT content to fulfill specific needs. According to the Ormax Media Report (2023), the Indian OTT audience grew by 20% in 2021–2022 and an additional 13.5% in the past year, reaching 48.11 crore users, yet national penetration remains at just 34%, highlighting a vast untapped market. While urban consumption patterns are well-documented, limited research addresses rural youth. This study aims to bridge that gap by analyzing OTT consumption trends among urban and rural youth in Mysuru district. Using a non-probability sampling method, data was collected from 300 respondents through structured surveys to capture preferences, viewing habits, and influencing factors in OTT platform selection.