The rapid rise of Over-The-Top (OTT) platforms has transformed the way media content is consumed, particularly among the youth segment. With the availability of affordable data, smartphones, and smart devices, platforms such as Netflix, Amazon Prime Video, Disney+ Hotstar, and regional streaming services have gained significant traction in India. This study focuses on the consumption patterns of OTT platforms among youth with reference to Leonas IT Solutions Pvt. Ltd., a technology-driven company that employs a large number of young professionals who actively engage with digital media. The objective is to analyze their preferences, usage frequency, motivational factors, and the impact of OTT platforms on their lifestyle, entertainment choices, and social interactions. The research highlights the growing inclination of youth towards on-demand content, binge-watching behavior, and the shift from traditional media consumption such as television to digital platforms. The findings are expected to provide valuable insights into how organizations, marketers, and OTT providers can design strategies to cater to the evolving preferences of young audiences
Mohan et al. (Tue,) studied this question.