Plataformas de streaming: usos en jóvenes universitarios en la carrera de comunicación de la Universidad Técnica de Ambato

Abstract

This research analyzes the uses and gratifications of streaming platforms among university students enrolled in the Communication degree at the Technical University of Ambato, considering these platforms as an alternative to traditional media consumption. The study is grounded in the Uses and Gratifications Theory, which allows an understanding of the motivations that lead students to choose specific platforms and content, as well as the benefits obtained from their use. A mixed-methods approach was applied, following a descriptive and non-experimental design that combined quantitative and qualitative techniques. A survey was administered to a sample of 160 students from different academic levels of the Communication program, and a focus group with seven participants was conducted to gain deeper insight into students” perceptions, experiences, and meanings associated with streaming consumption. The results indicate that streaming platforms are an integral part of students” daily routines, with frequent use occurring mainly through mobile devices. The most commonly used platforms include TikTok, YouTube, Spotify, and Netflix, which satisfy needs related to entertainment, learning, relaxation, and social interaction. The main gratifications identified correspond to personal, cognitive, and affective dimensions, linked to identity construction, access to information, academic reinforcement, and emotional engagement with audiovisual content. Additionally, the findings reveal that streaming platforms have largely replaced traditional media in students” consumption habits due to their accessibility, content variety, and personalization, positioning them as a key resource in the academic, social, and cultural lives ofuniversity students.