OTT Content Does Not Influence Smoking Habits in India; Peer Pressure & Stress are Key Drivers," Reveals Research by Koan Advisory Group —

World No Tobacco Day is observed every year on May 31 to create awareness among people about the health risks and hazards of tobacco consumption. OTT platforms may soon be mandated to display anti-tobacco warnings and disclaimers, as seen in movies screened in theatres and in television programmes, with the Health Ministry likely to amend the relevant rules.

The notification will mandate platforms like Netflix, Amazon Prime, and Hotstar to carry anti-tobacco warning messages like we see in movies screened in theatres and TV shows. With reference to this, Koan Advisory Group, a leading technology policy consulting firm based in New Delhi, has released a ground-breaking study that challenges the prevailing narrative surrounding smoking habits in India.

Released ahead of World No Tobacco Day on May 31, the report by Koan is titled "The Effectiveness of Tobacco Disclaimers on OTT Content Services: A Behavioural Appraisal," and it sheds light on the primary factors influencing smoking behaviour and questions the necessity of additional health warnings on Over-The-Top (OTT) content services.

Conducted between March and April 2023, the comprehensive survey engaged 1896 online users across 350 locations in India. Most of the respondents were men aged between 18 and 35, offering valuable insights into the habits of this demographic group. The study found that 66.6 percent of respondents remained indifferent to the depiction of smoking on OTT content services. Factors such as peer pressure, the influence of friends, and mental stress were identified as more significant drivers of smoking habits in India.

The report also emphasised that people primarily consume OTT content for recreational purposes and found minimal evidence to support a direct causal relationship between OTT content and behavioural changes. Moreover, the study revealed that many respondents questioned the need for additional disclaimers, citing existing content descriptors and age ratings as sufficient. Over 50 percent of participants expressed concerns that additional text disclaimers could negatively impact their viewing experience.

The report explains that the prevalence of smartphone usage for OTT consumption, with screens typically ranging from six to seven inches, heightens the potential for distractions and disruption to the overall viewing experience. It also examined the approaches taken by countries such as Singapore, the United Kingdom, and the European Union regarding the depiction of tobacco in OTT content services. Findings suggest that these nations have opted for a moderate approach, emphasising technical measures such as age ratings and content descriptors rather than imposing more prescriptive solutions.