Media Consumption Patterns Among Youth: Streaming Services

Eo, Chai Xin (2025) Media Consumption Patterns Among Youth: Streaming Services. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This research aims to study media consumption patterns of Malaysian youth using streaming services, focusing on streaming device preferences, usage frequency and the factors influencing. Given that the streaming services are Netflix and YouTube, youth engage with media content for relaxation and escapism. Data was collected through a quantitative approach, an online survey via Google Forms. A total of 100 Tunku Abdul Rahman University of Management and Technology students aged 18 to 27 and above participated in this research. Uses and Gratifications theory is applied to explain why and how youth engage with streaming services. The findings found that the smartphone is the primary choice as a streaming device among the youth due to its portability. Not only that, youth adopt binge watching behaviours, changing their viewing habits for a high frequency of engagement with streaming services, one to two hours per session daily. Perceived ease of use, price, personalization and social media trends as the influence factors are identified as crucial in shifting the youths’ media consumption habits. The overall study provided insights into how youth engage with streaming services, assisting the future technology advancement.