Digital Disruption in Semi-Urban Media Consumption: An Analysis of OTT Adoption Patterns
Aastha Nitin Tongse
PG student - MBA, Sipna College of Engineering
& Technology, Amravati, Maharashtra
Email: aasthatongse51@gmail.com
Dr. Sanjay M. Kherde
Principal, Sipna College of Engineering
& Technology, Amravati, Maharashtra
Email: principal@sipnaengg.ac.in
Prof. S.S. Gupta
Asst.Professor- MBA, Sipna College of Engineering
& Technology, Amravati, Maharashtra
Email: ssgupta@sipnaengg.ac.in
Abstract
Over the past decade, rapid advancements in digital technologies and increased internet accessibility have significantly transformed media consumption patterns. Traditional television, which once dominated the entertainment landscape, is now increasingly complemented and challenged by Over-The-Top (OTT) streaming platforms. This study examines the transition of audiences from traditional television to OTT platforms in semi-urban areas, with a focus on the influence of demographic factors such as age and education level on viewing preferences.
The study is based on secondary data collected from industry reports, academic literature, and government surveys related to media usage and digital adoption. Analytical evaluation of the data reveals a substantial shift toward OTT platforms among younger and more educated audiences. This shift is driven by factors such as convenience, affordability, content variety, personalization, and flexible viewing options. Additionally, the availability of regional and on-demand content has further encouraged OTT adoption in semi-urban regions.
Conversely, older and less educated audiences continue to prefer traditional television due to familiarity with the medium, habitual viewing behaviour, and lower technological barriers. The findings indicate that while OTT platforms are gaining prominence, traditional television remains relevant among certain demographic segments, reflecting a gradual transformation rather than a complete replacement. The study provides valuable insights for media producers, advertisers, and policymakers to develop targeted strategies and enhance digital inclusion. Future research is recommended using primary data to capture evolving audience preferences in greater depth.
Keywords- Audience Preferences, OTT Platforms, Traditional Television, Media Consumption Behaviour, Digital Transformation.
