“Driving Digital Dividend at the Bottom of the Pyramid: Financial Literacy, Cultural Aspirations, Educational access and OTT Platform Strategies among Tribal Students”

Abstract

Digital streaming has rapidly transformed entertainment into an economy of access, redefining how users interact with media and markets alike. In India, Over-the-Top (OTT) platforms have emerged as both cultural intermediaries and financial ecosystems that shape consumption patterns across socio-economic divides. Yet, the motivations, constraints, and strategic engagement of tribal students within these digital markets remain underexplored. Addressing this gap, this study examines how financial accessibility, perceived cultural relevance, and platform strategies jointly drive OTT adoption among tribal learners. Using a mixed-method approach, combining survey data from 420 tribal students across five Indian states with qualitative interviews, the research reveals that affordability, localized content, and flexible subscription models are critical enablers of adoption. Findings indicate that while entertainment remains a primary motivator, OTT use also fosters aspirational identity-building and digital literacy. The study highlights the intersection of financial behavior and cultural participation, showing how strategic platform design can expand inclusion in digital economies. These insights extend theoretical understandings of media consumption at the margins, positioning OTT services not merely as entertainment channels but as agents of socio-economic transformation. The study underscores the need for context-sensitive strategies that integrate affordability, representation, and digital capability to sustain inclusive growth in India’s streaming market.