UNRAVELLING THE PSYCHOLOGICAL IMPACT OF OVER-THE-TOP (OTT) CONTENT CONSUMPTION: AN EXPERIMENTAL RESEARCH ANALYSIS

Author Name: 1. Vinod Kumar

Volume/Issue: 04/08

Country: India

DOI NO.: 08.2020-25662434 DOI Link: https://doi-ds.org/doilink/01.2024-55732716/UIJIR

Affiliation:

1. PhD Scholar, Department of Journalism and Mass Communication, Maharshi Dayanand University, Rohtak, Haryana, India.

ABSTRACT

Over-the-top platforms have become a huge source of entertainment and a vast repository of data. With the ability to choose the content and device of their preference, viewers have greater control over their media consumption. However, it is worth noting that some of the content available on these platforms can be explicit, containing elements such as crime, foul language, nudity, and violence. Several studies have shown a correlation between exposure to violent content in movies and television and an increase in aggressive behaviour shortly after. This study aims to explore the influence of OTT content on the mental health and aggression levels of its viewers. The research examines physiological factors such as mental health and aggression by conducting experiments on viewers and non-viewers of OTT content. The study gathered data from 30 participants from both viewer and non-viewer groups. After collecting data through the standard physiological scale of mental health and aggression, it was analyzed statistically using the t-test and mean to compare the scores obtained by both groups. The t-value and mean value for the overall mental health and aggression showed that OTT content affects the mental health and aggression of viewers.

Key words: OTT Platforms, OTT content, Physiological Impact, Mental Health, Aggression