YOUTH VOICE JOURNAL (YVJ™)

Youth Voice Journal (YVJ™) is an international, multidisciplinary, peer-reviewed journal that publishes theoretical contributions and empirical studies on international issues affecting young people. YVJ™ is published by RJ4All Publications and is ranked and indexed by Scopus, ORCID, Kudos, Criminal Justice Abstracts, EBSCO Information Services and ERIH PLUS.

Ritu Narang & Sonal Tiwari (2019) Online Consumption of Video Streaming Portals by Indian Youth

Abstract

Purpose: This research investigates the motives behind online television consumption and outcomes of its excessive use on youth.

Design/Methodology/Approach: Data was gathered through interviews with University students. The concept mapping tool was employed to analyse it.

Findings: Findings lead to some new intrinsic motives that drive youth to view online television such as time fillers, refreshments, boredom, relaxation, improvement in vocabulary, improved communication skills, entertainment, companionship, control, possibility to skip advertisements, learning platform, etc. Its over-consumption however, is leading to addiction which in turn, is hampering their sleep, studies and family relations.

Research limitations: The current study is limited to youth. Further research may be carried out to identify motives of school going students, middle aged and elders behind online television consumption and how it is impacting them.

Social Implications: The findings have significant implications for youth as well as society.

Originality/Value: With the proliferation in mobile devices and increasing internet penetration online media consumption is becoming more popular among young consumers. Online television is a new concept in India. Therefore, much remains to be explored about this phenomenon in terms of consumer motives and its resulting outcomes. The current study was conducted to address this gap.

Keywords: Concept mapping, Motives, Online television, Outcomes, Television consumption 

Original image can be found here on Flickr.

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This entry was posted on September 26, 2019 by in Citizenship.

ISSN: 2056-2969

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RJ4All Publications is a non-profit independent, publisher that was founded by Dr. Theo Gavrielides. It specialises in social sciences and research studies, has a  restorative justice series and is the publisher of the peer reviewed Youth Voice Journal.  

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Youth Voice Journal is published by RJ4All Publications | House of Sport, 190 Great Dover Street, London, SE1 4YB, UK | journalyouthvoice@gmail.com

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