Mindfulness meets OTT: Development and validation of Mindful OTT Content Consumption Scale (MOCCS)

In the rapidly evolving landscape of digital media, Over-the-Top (OTT) platforms have emerged as a primary source of entertainment for millions worldwide. While these platforms provide unprecedented access to diverse and plentiful content, they also present potential risks for physical and mental well-being when consumed mindlessly. Thus, the present study aims to develop a Mindful OTT Content Consumption Scale to assess the degree of mindfulness in content consumption on OTT platforms. Study 1 consisted of 325 participants (mean age: 21.61 years; females 72.6%), and Study 2 included 234 (mean age: 21.48 years; females = 79.9%). An exploratory factor analysis yielded a four-factor structure (17 items). A confirmatory factor analysis further confirmed these four factors of the scale (CFI = 0.90, RMSEA = 0.06, SRMR = 0.05, GFI = 0.99). Cronbach's alpha, McDonald's omega, and Guttman split-half coefficients were .87, .86, and .84, respectively, indicating excellent internal consistency. Content validity and face validity indices were computed, and the scale had satisfactory convergent and discriminant validity, measured through Average Variance Extracted (AVE), Composite Reliability (CR), the Fornell-Larcker criterion, and Heterotrait-Monotrait (HTMT) ratios. This research extends Langer’s socio-cognitive mindfulness framework into an emergent domain of digital-media engagement. The scale holds potential for practical applications in media psychology research, digital well-being interventions, as well as increasing awareness about media consumption, aiding conscious decision-making, and reflective attitude formation. It can also be used to guide OTT platform interfaces and develop content that encourages more mindful engagement, potentially leading to a more enriching viewing experience. • Development and psychometric validation of 17-item Mindful OTT Content Consumption Scale (MOCCS) • Four-factor structure accounted for 51.85% variance • The factors were: diverse-viewing, immersive-viewing, exploratory-viewing, and reflective-viewing • Good reliability and validity were established using methodological triangulation • MOCCS is psychometrically robust and the first tool for assessing mindfulness in OTT content consumption