Factors Influencing Young Audience Preferences for Digital Platforms in Indonesia

The rapid development of digital technology and the widespread adoption of the internet have significantly transformed media consumption patterns, especially among young audiences in Indonesia. This study aims to explore the preferences and motivations of Indonesian youth (ages 15-30) in selecting digital platforms over traditional media, applying the Theory of Planned Behavior (TPB) as a framework. TPB posits that Attitude Toward Behavior, Subjective Norms, and Perceived Behavioral Control are key factors influencing behavioral intentions. Utilizing a quantitative, survey-based approach, the research examines the extent to which these factors impact young viewers' media preferences. Results reveal that Subjective Norms and Perceived Behavioral Control strongly influence digital media engagement, while Attitude Toward Behavior is less impactful. These findings highlight the importance of social influences and usability in shaping media preferences among young Indonesians. The insights gained could guide media providers in developing strategies that resonate with this demographic, adapting content and platform features to better meet the needs of an evolving digital audience