A STUDY ON BINGE WATCHING BEHAVIOUR OF USERS ON OTT PLATFORMS

The way individuals consume entertainment material has changed dramatically due to the quick growth of digital technologies and high-speed internet. Over-the-Top (OTT) platforms are now among the most widely used types of entertainment worldwide. With internet-enabled devices, these platforms enable users to watch films, web series, and television programs at any time and from any location. Binge viewing, which is defined as watching several episodes of a television show or digital content in one sitting, is one of the main behavioral trends resulting from OTT consumption. This study looks into OTT users' binge-watching habits and pinpoints the variables driving this tendency. The impact of binge watching on everyday habits and lifestyle is also examined in the study. The study is based on secondary data gathered from books, journals, and research publications as well as primary data gathered from OTT users via a questionnaire. The results indicate that the main causes of binge watching are convenience, interesting material, and flexible viewing times. Even if over-the-top (OTT) platforms offer amusement and relaxation, excessive binge watching may have a detrimental impact on productivity and sleep habits.