The Influence of OTT Web Series on Students in Tamil Nadu: A Network Analysis

Abstract

There has been tremendous growth in the online industry in India in the past few years due to faster and affordable internet services, an increase in the number of consumers visiting online content, and the amount of time spent on online content by the people. The change in Indian viewers' lifestyles, content consumption patterns, and the introduction of various OTT platforms have paved the way for new watching habits. Web series, once popular primarily in Western countries, have gained popularity in India due to globalization. Watching web series on OTT platforms is entertaining, fun, and sometimes addictive. The younger generation is the primary target audience for web series. Online video streaming platforms have introduced the habit of binge-watching—watching subsequent series episodes in one sitting. The impact of binge-watching includes both positive and negative effects. It acts as a stress buster, enhances productivity, boosts self-confidence, improves mood, and brings happiness and contentment. On the other hand, it may also cause health complications like eye dryness and irritation, headaches, tiredness, anxiety, and sometimes depression. The purpose of this research is to understand the reach of OTT web series among college-going students in Tamil Nadu and analyze behavioral changes due to the content shown. To achieve this, the researchers used the survey method as a methodological tool for data collection. The study concludes that OTT content has both positive and negative impacts on students' attitudes, academic performance, and personal and social lives.

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