Binge, but Make it Green: A Study on OTT Platform Usage and Sustainable Consumption Patterns

Abstract: This study investigates the intersection of Over-The-Top (OTT) platform usage and sustainable consumption patterns among digital media consumers. Using a mixed-methods approach combining survey data (n=742) and in-depth interviews (n=28), we examine how sustainability awareness influences streaming behavior and platform selection. Results reveal four distinct consumer segments based on sustainability orientation and consumption intensity: Conscious Streamers, Green Bingers, Unaware Enthusiasts, and Casual Viewers. We find that while 67% of respondents express concern about the environmental impact of digital streaming, only 23% actively modify their consumption behaviours accordingly. The study introduces the Sustainable Streaming Behavior Index (SSBI), demonstrating that platform-level sustainability initiatives significantly influence subscription decisions among environmentally conscious consumers (β=0.38, p<0.001). Theoretical and practical implications are discussed, including recommendations for OTT platforms to implement and communicate sustainability measures that align with consumer values while maintaining engagement. This research contributes to the emerging literature on digital sustainability by establishing empirical connections between environmental consciousness and media consumption behaviors in the rapidly evolving OTT landscape. Keywords: OTT Platforms, Sustainable Consumption, Digital Sustainability, Streaming Behavior, Environmental Consciousness, Media Consumption