"Social Influence, Accessibility, and Entertainment: Key Motivations Behind Web Content Consumption by Indian Youth"

Abstract

The rapid expansion of web-based video platforms in India has sparked a significant shift in content consumption patterns among the country's youth. This study, titled “Social Influence, Accessibility, and Entertainment: Key Motivations Behind Web Content Consumption by Indian Youth,” aims to explore the driving forces behind this trend. The research examines three primary motivational factors: social influence, ease of access, and entertainment value. By employing a survey approach, with participants aged 18–29 years in the Uttarakhand state, this paper investigates how peer recommendations, the availability of diverse and on-demand content, and the entertainment appeal of these platforms shape consumption habits. Primary data was collected and analyzed of 384 respondents. A structured and close ended questionnaire was used.

The findings indicate that social influence, particularly recommendations from friends, and social media, plays an important role in shaping viewing choices. Additionally, accessibility, defined by affordability, device compatibility, and ease of use, further encourages youth engagement with web content. Entertainment, including personalized content, trending shows, and genre preferences like comedy and action, also remains a critical motivator. This study contributes to understanding the dynamic relationship between digital media and youth behavior in India, highlighting the need for content creators and platforms to consider these motivational factors in strategy development, suggesting that digital content consumption is not only a source of entertainment but also a reflection of evolving social dynamics in a hyper-connected world.