The internet users in India have significantly increased in the past couple of years. According to a report by the Internet and Mobile Association of India, there are 451 million active internet users at the end of 2019. The increase in internet users has enhanced the consumption of Digital Media across India. The growth of internet-distributed video, also called Over-the-top (OTT) video services, has disrupted India's media and entertainment sector. At present, YouTube is the most comprehensive platform supplying video content in India; however, there have been new entrants, including the e-commerce giants Amazon. The digital landscape of India has reached new heights, which has, in turn, opened a plethora of opportunities for users and organizations. Increased content consumption on digital platforms has challenged traditional mediums of consumption. Sports content consumption on digital platforms has increased remarkably over the years. According to research conducted by Hutchins and Li Rowe, sports coverage has changed drastically over four years. Content consumption is slowly shifting from traditional broadcasting to the online space. The research aims to study the number of consumers watching sports content on online platforms. To check also examines the behavioral/motivational factors responsible for online consumption of sports content and figure out the mediums consumers use to consume sports content. A descriptive research design was used to conduct the research, which was followed by a deductive approach. Thus theory from literature was used to frame the research problem, deduce the research aim and relevant research objectives.

Online Consumption; Motivational Factors; Sports Content, Digital; Viewership; Mediums; OTT platforms.