Investigating the impact of Personality Tendencies and Gratification Aspects on OTT Short Video Consumption: A case of YouTube Shorts

This study used the Uses and Gratifications viewpoint to evaluate how people view, promote, and produce YouTube shorts. It also investigated personality tendencies and gratification aspects as determinants of this comprehensive usage behavior. Data was collected from 195 YouTube shorts users recruited through an online survey using random and snowball sampling approaches. Our studies demonstrated a partial association between personality tendencies usage behavior and gratification features, namely cataloguing, self-promotion, glancing, escapism, social involvement, and financial gain, which are all significant predictors of shorts usage behaviors, but the degrees and impact vary. This research contributes to the conceptual and empirical comprehension of media usage in a conversational media context.