International Journal of Business and Economics

International Journal of Business and Economics
Volume 20, No. 3

December, 2021
Inclination o f Indian Youth Towards Video Streaming Platforms
A. Arun Kumar
Centre for Management Studies, ICFAI Law School, ICFAI Foundation for Higher Education (Deemed to be University U/S 3 of UGC Act, 1956), Donthanapally, Shankerpally Road, Hyderab ad 501203 . Telangana, India.
Ebad Ur Rahman
ICFAI Law School, ICFAI Foundation for Higher Education (Deemed to be University U/S 3 of UGC Act, 1956), Donthanpally, Shankerpally Road, Hyderabad 501203 . Telangana, India.
T. Sowmyya
Forensic Science, Department of Chemistry, University College of Science, Osmania University,  Hyderabad-500007, Telangana, India
Technology has resulted in an upsurge of video streaming platforms. People prefer these platforms over television. Considering the transi tion of Indian population towards these video streaming platforms has resulted in conducting the present study. In this study, the factors responsible for the impact of video streaming platforms on the Indian youth were identified. A questionnaire based su rvey method with 15 questions was conducted. The statistical population included 158 respondents of different age groups in India. The questionnaires were used to collect data from the respondents and the reliability and validity of the questionnaire was c onfirmed. The present study was a descriptive confirmatory factor analysis. The factor analysis revealed three factors which motivated the users to choose video streaming platforms over the traditional television shows. The study showed that the quality of the content streamed through these platforms had long term effects on the viewers. However, the Indian youth preferred video streaming platforms due to their ease of use, ease of sharing, ease of accessibility, flexibility of use, cost implications, custo mer friendliness and the flexibility in watching the content.
Keywords:Video Streaming, Platforms, India, Youth, Factor Model.
JEL Classifications:H75, A14, L8, M31, Y1.