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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM50251
Volume:
9 |
6 |
Jun 2025
Pages:
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Indiaâs digital media environment has witnessed a sharp transformation, with Over-the-Top (OTT)platforms quickly picking up pace among young audiences. This paper explores how young users engage with OTT platforms and discusses the strategic marketing methods used to shape theirconsumption patterns and subscription habits. Based on both primary data and literature findings, the study indicates a liking for serialized,binge-watchable content and recognizes dominant marketing levers such as social media influence and pricing models. Conclusionsmake field recommendations for maximizing engagement and maintaining user interest.
KEYWORDS
Publication Date
6/12/2025
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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