OTT & Media Consumption Pattern and Its Impact on Psychological Wellbeing among Gen Z

Authors

  • Dr. V. Kanimozhi Assistant Professor, Department of Management Sciences, Hindusthan College of Engineering and Technology, Coimbatore, Tamil Nadu, India
  • D.Madhesh Student - II MBA, Department of Management Sciences, Hindusthan College of Engineering and Technology, Coimbatore, Tamil Nadu, India

DOI:

https://doi.org/10.53573/rhimrj.2023.v10n04.008

Keywords:

Media consumption pattern, OTT platforms, social media, Online streaming, psychological wellbeing, depression, stress

Abstract

This study investigates the media consumption pattern among Gen Z People, with a sample size of 149 people. The aim of the research is to gain insights into their media consumption pattern and their psychological wellbeing. The study employs a quantitative research approach, utilizing surveys as the primary data collection method. The survey questionnaire includes measures related to social media platform, OTT platform they use, device they use which are key dimensions to understand their media consumption pattern. The sample size of 148 people ensures a sufficiently diverse representation of different age group, educational background and geographical locations. Data analysis involved descriptive statistics, such as means, frequencies, and percentages, to provide an overview of psychological wellbeing. Additionally, inferential statistics, such as correlation and regression analysis, is conducted to identify any relationships between media consumption pattern and their psychological wellbeing. there is no adequate law, guidelines, or regulations; therefore, the content exhibited on these platforms is uncontrolled. Several petitions have been made in courts trying to limit the information published on these platforms, such as Amazon and Netflix. No rule or authority is in place to pre-screen material on OTT services. In 2021, the Indian government issued new standards called the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, which attempt to control digital media and OTT services but do not address contemporary societal demand.

Author Biographies

Dr. V. Kanimozhi , Assistant Professor, Department of Management Sciences, Hindusthan College of Engineering and Technology, Coimbatore, Tamil Nadu, India

Dr.Kanimozhi. V is a Gold Medalist and Rank Holder in Master of Business Administration from Anna University. She has cleared National Eligibility Test for Lectureship (NET) conducted by UGC- India and State Eligibility Test for lectureship (SLET) conducted by Government of Tamilnadu, India. Has received best faculty award, best self-learner award from Hindusthan College of Engineering and Technology. She has more than 12 years of work experience in which 2 years was in industry and 8 + years in teaching MBA students at a Business School and engineering college. She has completed NPTEL courses namely Marketing research and Analysis (Grade: elite + silver and 5% topper), Management of Field Sales (Grade: Elite + Silver and 1% topper) and Design Thinking- A primer (elite + gold). She has also completed various courses in coursera. She has published papers in various national and international journals like Indian Journal of Marketing, World Wide Journal of Multidisciplinary Research and Development, International Journal of Scientific Research and Reviews, IRC’s International Journal of Multidisciplinary Research in Social & Management Studies, International Journal of Marketing & Financial Management and so on. She has presented various papers in national and international conferences. She has contributed Chapter 6 - “A study of financial sources and investment avenues for SMEs in Oman” in Edited Book “Financial Sector in Oman Developments, Issues and Prospects”, published by College of Banking and Financial studies, Sultanate of Oman ISBN: 978-99969-824-0-8, January 2018. Currently she is working as an Assistant professor in the Department of Management Sciences at Hindusthan College of Engineering and Technology, Coimbatore and completed Doctorate in Management (Marketing) from Bharathiar University, Coimbatore. She is the coordinator Entrepreneurship Development cell of Hindusthan College of Engineering and Technology. She is actively involved in collaborating with industries by signing of MoU, research projects, outbound activities etc.

D.Madhesh, Student - II MBA, Department of Management Sciences, Hindusthan College of Engineering and Technology, Coimbatore, Tamil Nadu, India

Mr. D. Madhesh received her Bachelor of Mechanical Engineering from Kings college of engineering, Thanjavur, Tamil Nadu, India. He is pursuing in MBA (HR and Marketing), from Hindusthan College of Engineering and Technology, Coimbatore, Tamil Nadu, India. He is the student Secretary of Department of Management Science, Hindusthan College of Engineering and Technology. He has Completed two NPTEL courses on the topics “Leadership and Design Thinking” HE has completed his Global Immersion Project in KSTVET College, Berjaya International University, Kuala Lumpur, Malaysia. He also presented a project “Online transactions in India” and also received the “Best presentation team award for the same”.  Also, he completed Social Immersion project and Rural Innovation project during his course time.

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Published

2023-04-30

How to Cite

Viswanathan, K. ., & Durairaj, M. (2023). OTT & Media Consumption Pattern and Its Impact on Psychological Wellbeing among Gen Z . RESEARCH HUB International Multidisciplinary Research Journal, 10(4), 50–56. https://doi.org/10.53573/rhimrj.2023.v10n04.008

Issue

Vol. 10 No. 4 (2023): RHIMRJ [APR-2023]

Section

Articles