Volume 35, Issue 1, 2026
DOI: 10.53555/03276716.2026.02
An Analysis of Parasocial Relationships with Media Personae across Television and OTT Platforms among Tamil Audiences
Abstract
Advancements in media technologies have transformed how audiences consume content. The emergence of Over-the-Top (OTT) platforms provides flexibility, on-demand viewing, binge-watching, and interactive engagement, positioning audiences as active participants. Technological developments have enhanced interactions between celebrities and audiences through social media, OTT platforms, and other digital channels. However, research examining the influence of multi-platform media and engagement features on parasocial relationships remains limited, particularly among Tamil audiences.
This study examines how Tamil audiences form parasocial relationships (PSRs) on television and OTT platforms. It focuses on the role of technology, audience engagement, and perceived similarity (homophily) between viewers and media personalities. The research used a quantitative, cross-sectional survey with 217 Tamil-speaking participants aged 18 to 45, all of whom were regular users of television and OTT. Data analysis included reliability checks, Welch’s ANOVA, t-tests, and multiple regression using Jamovi.
Viewers form stronger parasocial relationships with real-life media personalities than with fictional characters. Those using both television and OTT simultaneously report the highest levels of parasocial interaction. Audience engagement, such as following celebrities on social media and binge-watching, significantly predicts parasocial interaction. Attitude and behavioral similarity influence interaction, while similarity in values and beliefs does not.
Keywords
Parasocial Interaction, Parasocial Relationship, OTT, Homophily, Binge watching, Tamil Media