FROM INTERFACE TO IMMERSION: EXAMINING RELATIONSHIP BETWEEN PLATFORM FEATURES AND INTERFACE OF OTT PLATFORM AND BINGE-WATCHING BEHAVIOR AMONG COLLEGE STUDENTS

Athma B Nath; S. Sasikala

doi:10.29121/ShodhVichar.v2.i2.2026.124

Authors

Athma B. Nath Research Scholar, School of Communication, Dr G R Damodaran College of Science, Coimbatore, Tamil Nadu, India Author
Dr. S. Sasikala Associate Professor, School of Communication, Dr. G R Damodaran College of Science, Coimbatore, Tamil Nadu, India Author

DOI:

https://doi.org/10.29121/ShodhVichar.v2.i2.2026.124

Keywords:

Binge Watching, Streaming Service, OTT, Webseries

Abstract

Over-The-Top (OTT) streaming platforms have significantly transformed media consumption habits, particularly among youth, ushering in an era of personalized, on-demand entertainment. This shift has transformed traditional media consumption behaviour and given rise to new consumption patterns, especially among younger audiences. One of the most prominent behavioral changes emerging from this shift is binge-watching. While extensive research has examined various factors driving OTT consumption, limited attention has been given to the role of OTT platform’s features and interface design in enabling or accelerating binge-watching behavior. This study investigates whether there is any association between platform feature and interface design of OTT platforms on binge-watching behavior among OTT users. This study Uses and Gratifications Theory 2.0 (UGT 2.0.). Employing a quantitative survey among 203 young adults college students, identified by purposive sampling method from the Coimbatore district of Tamil Nadu, indicate that binge-watching is not only content-driven but also influenced by platform features and interface design. Pearson Correlation revealed that there is a statistically significant strong positive relationship between platform features and interface and binge watching behaviour (r=0.694, p<.001). Descriptive statistics for platform features and interface (M= 4.200, SD=0.645) and binge watching (M=4.244, SD = 0.674) was relatively high among young college students using OTT platforms. Multiple regression analysis revealed that platform features and interface strongly predicted binge watching behaviour, explaining 48% of variance in the binge watching behaviour of young adults (R = .694, R²= .481, p<0.01). Standardized beta co-efficient indicates that platform features and interface has a positive effect on binge watching (????= 0.69, p<0.01). Findings suggest autoplay, recommendations, and interface usability encourage prolonged viewing. This research stands out by positioning the interface of a media platform as a behavioral trigger and will contribute to the evolving discourse on interface-induced behavioral patterns across other digital consumption platforms.

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