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

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OTT content consumption patterns differ significantly between rural and urban youth in Mysuru, highlighting varying preferences.
The Indian OTT audience expanded by 20% in 2021–2022, with user numbers reaching 48.11 crore, yet national penetration is only 34%.
Data was gathered using structured surveys from 300 respondents, focusing on OTT preferences and viewing habits.
Findings suggest a need for further research on rural youth's engagement with digital platforms, revealing an untapped market.

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Comparative analysis reveals distinct OTT consumption patterns in urban and rural youth, indicating preferences.

Vagdevi et al. (2025) studied this question.

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