A Cross-Sectional Study to Analyse the Impact of OTT Platforms on Body Modification Choices and Cognizance of Associated Risks

Abstract

The objective of this study was to assess the prevalence of Over-The-Top (OTT) users and the impact of OTT platforms on their body modification choices (hair colouring, body tattooing and body piercing). It was also aimed to analyse awareness about the medical risks or complications associated with these choices. An online survey was conducted for 3 months (November, 21 to January, 22) predominantly in Delhi, Haryana, Uttar Pradesh and minorly in other states of India. The variables considered in the study were demographics, choice of OTT platforms and time spent on them as viewers, characteristics of hair colouring, body tattoos and piercings, decision-making process before opting for such body modification choices, and knowledge or awareness about the risks associated with them. The Chi-square test was used for testing intergroup comparisons. A positive correlation was found between the time spent on OTT platforms and the level of anxiety or restlessness felt by respondents when they were not able to watch the content on such platforms. A positive correlation was also found between the time spent on OTT platforms and the inspiration taken by the respondents from them while deciding on their next look (r = 0.094). Based on the results obtained from the study, it was found that the prevalence of OTT platforms has gained immense popularity, and 83.6% of respondents were found to be OTT users. Interestingly, 89.6% and 75% of the respondents were aware of the health risks associated with body modification choices like hair colouring and body tattooing, respectively.