STUDY ON THE CONSUMPTIOM IMPACT OF THE OTT PLATFORM AMONG YOUTH

The rise of over-the-top (OTT) services has revolutionized the entertainment industry, particularly for younger generations. The effects and habits of young people’s use of over-the-top (OTT) platforms are the subject of this research. The elements that impact the engagement of youth with over-the-top (OTT) material, including accessibility, diversity of content, and affordability, are investigated in this study using a mixed-methods approach that includes surveys, interviews, and content analysis. More specifically, the study investigates how young people’s attitudes and behaviors are affected by the social and psychological effects of long-term OTT use. It also delves at how OTT platforms could change the way people watch traditional media and how society is evolving. Implications for content creators, advertisers, and lawmakers are offered by the findings, which offer vital insights into the changing environment of young media consumption.