Purpose: This research investigates the motives behind online television consumption and outcomes of its excessive use on youth.
Design/Methodology/Approach: Data was gathered through interviews with University students. The concept mapping tool was employed to analyse it.
Findings: Findings lead to some new intrinsic motives that drive youth to view online television such as time fillers, refreshments, boredom, relaxation, improvement in vocabulary, improved communication skills, entertainment, companionship, control, possibility to skip advertisements, learning platform, etc. Its over-consumption however, is leading to addiction which in turn, is hampering their sleep, studies and family relations.
Research limitations: The current study is limited to youth. Further research may be carried out to identify motives of school going students, middle aged and elders behind online television consumption and how it is impacting them.
Social Implications: The findings have significant implications for youth as well as society.
Originality/Value: With the proliferation in mobile devices and increasing internet penetration online media consumption is becoming more popular among young consumers. Online television is a new concept in India. Therefore, much remains to be explored about this phenomenon in terms of consumer motives and its resulting outcomes. The current study was conducted to address this gap.
Keywords: Concept mapping, Motives, Online television, Outcomes, Television consumption