Entertainment and Ethical Detachment: A Factorial Analysis of Urban Citizens’ Movement from Collective Life to OTT Spaces

Abstract

The ubiquitous accessibility of the internet and advances in technology have had a profound effect on numerous facets of daily existence, rendering it a crucial part of the urban population. People living in urban areas have mostly shifted to OTT platforms. They are spending more than 12-18 hours per day on this platform. It may affect directly or indirectly on the urban environment of any urban area. They are turning away from their duties as good citizens to uncontrolled social media. OTT platforms are experiencing rapid growth in India, owing to their popularity with the Indian population, which spends considerable time on social media. The country has witnessed an upsurge in OTT surfing, high-quality programming, ad-free shows, and binge-watching in many languages. Beneficial demographics, pertinent information, free content, and Paid Content Membership Plans provide possibilities for growth in the future. OTT platforms provide freedom, customisation, and ease of use but they also fuel a phenomenon known as ethical detachment, which is the progressive disengagement from governance and social life. The wider sociocultural effects of entertainment consumption are called attention by this change. Is a feeling of brotherhood and shared duty diminished by switching to personalized OTT spaces? This research explores certain variables that impact consumer shift and acceptance of OTT streaming platforms. The author employed exploratory factor analysis (EFA) to identify some of the factors that impact OTT platform adoption by consumers. A self-designed questionnaire (Google survey) was implemented to gather data from 150 targeted persons, of which 130 responded. Cronbach's Alpha test is employed to verify that the data is both accurate and trustworthy.