RIMT International Journal of Multidisciplinary Research (RIJMR)

Abstract: The proliferation of Over-the-Top (OTT) streaming platforms has redefined media consumption patterns among youth, providing unrestricted access to diverse content, including explicit portrayals of sexuality, profanity, and substance use. This study investigates the level of exposure to such explicit content and examines its perceived influence on the attitudes, behavior, and moral reasoning of young viewers. Grounded in Media Effects Theory and the Third-Person Effect Theory, the research explores how exposure shapes both individual and social perceptions of morality and cultural acceptability in digital media environments. A quantitative, cross-sectional survey was conducted among undergraduate students aged 18–25 from multiple universities. The instrument measured variables including frequency of OTT consumption, content type preference, perceived realism, personal versus societal influence, and moral tolerance. Statistical analyses, including correlation and regression models, were employed to determine the relationship between exposure frequency and perceived influence differentials. The findings reveal that while majorities of youth frequently encounter explicit material, they tend to underestimate its impact on themselves and overestimate its influence on others. This perceptual gap indicates cognitive dissonance and supports the third-person effect assumption. The results also highlight gender-based and sociocultural variations in tolerance levels and moral perception. The study contributes to understanding the socio-psychological dimensions of digital entertainment and provides insights for policymakers, educators, and content regulators to promote responsible OTT consumption. It advocates for comprehensive media literacy initiatives and evidence-based self-regulation frameworks to mitigate the normalization of explicit content among young audiences.