Digital Audio-Visual Content Consumption and Consumer Behaviour in Hyperlocal Markets: A Review of Emerging Trends and Influencing Factors

Abstract

The fast growth of over-the-top (OTT) platforms, user-generated video, short-form video or content, live streaming and mobile media is changing digital audio-visual (AV) consumption and consumer behaviour (CB). This review summarises the existing literature from the world and India to understand the emerging consumption trends and factors influencing CB including technological, content, motivational, Social and hyperlocal. A focused narrative review with thematic synthesis reveals that influences on consumption and outcomes like engagement, sharing, recommendation and continuance are entertainment, information seeking, perceived usefulness, content relevance, accessibility, personalisation, social interaction, trust and satisfaction. The review also sets local relevance, geographic proximity, regional language, cultural proximity and community engagement as important contextual aspects of hyperlocal markets. However, existing research remains fragmented across platforms and provides limited integration of these factors within hyperlocal AV contexts. Based on the synthesis, an integrated conceptual framework is proposed linking these factors with digital AV consumption and consumer behavioural outcomes. The review contributes to CB research by positioning hyperlocality as a contextual dimension of digital consumption and identifies future research directions concerning regional-language content, multi-platform consumption, algorithmic personalisation, local creators and consumer loyalty.