Decision Models for Understanding Binge Watching Behavior Among Young Users on OTT Platforms

This research focuses on binge-viewing among the young users related to OTT streaming services like Netflix and Amazon Prime. This study, having employed factor analysis, snowball sampling, social network, and A/B testing to determine the causes of binge-watching, reveals that individuals binge- watch because of; Variety, ease, escapism, and social interactions. Thus, analysis indicates the strong impact of such factors as modern technology and internet access on viewing pattern. The study does include some possible negative effects, which are associated with procrastination and health problems; it is again underlined that the content should be balanced. The findings of this research could help OTT platforms improve the content plan and apply better engagement by identifying the motives before the binge-sessions and gratifications after them. Hence, these research contributions can inform the enhancement of digital media delivery to respond to the youthful demographic's changing expectations and lessen the detrimental impact of streaming.