Communication is the base for human bonds. Humans not only rely on one-to-one communication, but they use technology for diminishing the gap between them (Manohar, 2018). The progress in scientific technology causes the initiation of the information age or digital age. (Bonev, 2017). Digital platforms are used by digital media and their content is also digitalized. Web Tv is a digital network that is available only via the internet (Mendonca, 2018. Most of the web tv content resembles traditional television content, but the difference is that web tv has online streaming through the access of internet (Whedon, 2011). The youth are attracted towards web televisions because of their various advantages; it provides flexibility to users to watch the content of their choice. Web series presented on the web tv. Web series are provided in the form of seasons, which further consist of a few episodes. Web series are like TV series but stream only on an online network (Kumar, 2017). The minimum length of a web series episode is two minutes, and it can be lengthy as forty-five minutes or more (August 2011). Web series can be scripted and non-scripted, mostly it is available in the form of different episodes, and maintain a sequence. It is available only on the internet (Kassabian, 2017). Web series provide liberal content without any restrictions.

The current research study focuses on the consumption pattern of web series and how web series affect the perception of youth about intimate relationship patterns in Pakistan. Intimacy and intimate are derived from two Latin words ‘intimus’ means ‘innermost’ and ‘intimare’ means ‘to make the innermost known’. Intimacy is basically the closeness between people. It refers to emotions, thoughts, behaviour, personality traits, sexual activity, and long-term relationships between two people. It is a verbal and non-verbal communication process (Reis & Shaver, 1988). The youth of Pakistan also watch web series and they are highly interested to watch series from different countries that were based on different content and present different cultures. Therefore, this research study finds out that, how exposure to web series developed the desire for intimate relations among youth and they began to accept the dating culture in Pakistan. The research study explored how this western web series content affects the perception of youth in their daily interactions.

Statement of Problem

Digital media is growing day by day in the world. Pakistan is also among those countries which have access to the internet. Progress in digital technology causes a huge shift from television to digital media. The youth of Pakistan likes to watch various web series. It is important to focus that how the youth of Pakistan consume the content of web series and how different types of content influence the perception of youngsters, and intimate relationship patterns. The relationships between males and females increase day by day. It is observed by different social activities and scandals of youth in Pakistan. The close intimacy between boys and girls in Pakistan initiates the process of dating and innovation in technology plays a significant role in increasing dating (Sheikh, et al., 2015). It is a very alarming and thought-provoking situation for Pakistani society and culture. As web series portrays the intimate relationship between youth So, it is very important to find out how the content of web series affects the perception of youth regarding relationship patterns.

Objectives

? To explore Web Series consumption patterns among the youth of Lahore.

? To analyze the effects of Web Series consumption on the perception of youth regarding intimate relationship patterns.

Research Question

Q1: What are the Web Series watching habits among the youth of Lahore?

Q2: Does the usage of Web Series gratify the needs of youth?

Q3: Is there any similarity between the content of web series and the perception of youth regarding intimate relationships?

The Rationale of the study

In this new age, the taste of the viewers is changed as they get bored of the daily routine television shows. Due to the interest of the viewers, producers use digital platforms and made web series. Web series seem as the future of entertainment (Bhunia, 2018). According to digital media and society report, 50 % of millennials and 49% of people of generation X happily pay for buying digital entertainment content. According to the report published by yahoo, youth between the age of 13-24 years spends an average of 16.7 hours a week using online media (Weaver, 2013). This shows that youth is more interested in watching digital entertainment content. This study also wants to explore how web series impacts the youth's intimate relationship patterns youth, especially teens like to watch entertainment programs that feature love, romance and relationship (Valkenburg & Piotrowski, 2017). After analyzing the importance and increasing trends of web series among youth, the researcher chooses this topic as the focus of the study.

Significance of Study

The young generation of today’s age never experiences the life without internet. They need every factor in their entertainment (Hoffman, 2014). This research study is very significant because it provides the idea of the consumption patterns of the viewers to the producers of Pakistan. This study will be very helpful in flourishing the digital industry of Pakistan. This study also helps parents to maintain a check on their young ones that which type of content they should allow them to watch.

The penetration of web TV and Digital media is increasing day by day and various research studies revealed the importance and penetration of digital media content in different countries. The people of Brazil shifted from the traditional medium, television to the digital medium. The research study shows that there is a large number of people who are migrated to digital platforms (Becker, et al., 2015). A changing trend of watching television was also caused in Canada. The researcher explores the shift in the context of culture, cost, desire and strategies of direction in online media. People are shifting toward digital media, even though, TV is not dead (Quail, 2012). The internet-based television provides more functions and channels to the audience as compared to the traditional medium, Television (Westerlund, 2014). There was a huge increase in the comments and content sharing rate of the most sensational news on the Punjabi Web News channel of India (Taneju, 2018). Netflix also has an effect on traditional television. The online streaming of web series on Netflix influences on storytelling practices of traditional television (Sharma, 2016). Netflix also faced challenges from its beginning till now, and it makes net neutrality all around the world. (Mandal, 2017). The web tv ‘HULU’ also changed the trends of television viewing and advertising. The media trend is changing and people are moving toward the digital platform (Rodgers, 2011). There was a great influence of Web tv and streaming online television on the viewing pattern of TV. The research study on ABC full episode player and HULU also explained the impact of web tv on traditional TV (Jon, 2009).

Web series are the main content of web TV. Along with the increasing usage patterns of digital media and penetration of Web TVs, the Web series has also become very popular among digital media users and digital media players. The people of generation Y start watching web series on different Web channels in China. There were different types of gratification factors of generation Y in watching Chinese web series (Yijun, 2016). The trends of web series are grown in China, likewise in many countries. The web industry has a bright future. There are some positive and negative points which should be considered by China's web industry for development in future, The reason for the success of the famous web series of China 'Go Prince Go' was its powerful production with its wonderful content and good dialogue delivery and sarcastic storytelling style. The most important reason behind its success is its marketing strategy (Yin., 2016). The comedy web series by Enchufe TV is produced in Ecuador and the makers of this series used social networks and manage their social platform for promoting audiovisual material (Ortiz., 2015). Web series derive from the storytelling strategies of traditional television are derivative web series. Some web series are originally made for online mediums and the content of derivative web series is different as compared to the content of original web series (Edgerton, 2013). The script development of web series is different as compared to the script development for traditional TV. The scripting of web series destroys the script development of traditional television and web series scripts are more creative and it gains more viewership (Taylor, 2015). The first original series on Netflix with the title 'House of Cards' has an influence on the taste and culture of the audience viewing. After this series, People's standards of content taste increased (Esack, 2017). In the production of different web series, sportscasting and web shows, these are some important factors during the production process: web series makers, corporations, conglomerates and who are the advertiser and distributors of major web series and most of all that considering independent producers as in experience is not correct because they may be proved as great filmmakers. But it also doesn't mean that everyone is the producer on the internet. (Majek, 2012). There was a huge history of self-dependent production of web series. In the past, it was a challenge for online producers to get advertisements and sponsorship, but with the development of the digital medium, advertisers started online advertisements and independent producers self-publish their content on YouTube and some other sites in order to get popularity and address the huge audience. Because of changing trends in digital media, advertisers are also attracted to this new media (Christian,n.d). Now brands are projected through advertisements in YouTube videos and in different web series. Advertisement in web series has a great influence on people (Kumar, 2018). As evidence of the web series role, brands are highly attracted to the web series and they place their products in the web series. The product placement in web series influences the buying behaviour of the audience (Kakkar, & Nayak., 2019). The web series are used by different brands as an advertisement strategy. A Spanish web series ‘EncuentraTuLugar was specifically designed for the promotion of real estate (Saavedra, 2017). Different web series have different content and every type of content consumption has some influence on its users. Even though Age is also an important factor and it also impacts choosing a time for watching web series. People of different ages have different preferences for time to watch web series. (Grover & Kadam, 2019). There is also a relationship between entertainment content, political debate and political awareness among the viewers of web series. Entertainment and political content influence the emotion of the audience and initiate political and social discussion among the audience (Lee., 2019). Web series also affect the perception and psychology of youth. Web series not only influence the perception of the youth but also impact mental and physical health (Koravi., 2019).

Youngsters are highly inspired by the content of media. Media provides different types of awareness, learning and knowledge. Youth learns about love and intimacy between opposite genders through media. Dramas are the source of information for youth about intimate relationships. Television teen dramas portray intimate relationships and teen dramas create expectations about the intimate relationship (Lamb, 2018). The narratives of love in western tv series are different. The shift occurs in the

meaning of love from the traditional to the modern era (Piazzesi, et al., 2018). In Kenya, youth learn dating behaviours from television reality shows on dating. The youth watch these types of shows for learning various skills of dating (OIYE, 2015). In Barcelona and Leeds visual intimacy also transfer through social media platforms with the help of selfies and shared pictures. Badoo which is a dating app and Facebook played important role in developing visual intimacy (Miguel, 2016). There is a huge contribution of media to sexual knowledge, attitude and behaviour change of young adults in Asian cities, like Shanghai, Hanoi, and Taipei (Lou, 2012). The youth of Pakistan also adopt the dating culture. Dating culture has very adverse effects and it increases rape cases and intimate partner violence. This dating culture increases mainly due to the innovation of technology and the internet (Sheik, et al., 2015). Foreign culture diffuses in Pakistani popular culture through external media and the youth of Pakistan adopts the culture of foreign countries (Mehmood & Masud, 2019). The usage of the dating app 'tinder' is increasing day by day in Pakistan. The Youth used this dating app to fulfil their different needs (Sohail, 2019). Pakistani dramas and romantic scenes also create a disturbing situation in the psyche of the youth and these romantic scenes affect the rural and urban male and female psychological behaviour (Karim, 2016). Romantics scenes in the media influence the mind of youth. The depiction of romantic scenes in Chinese entertainment media caused premarital sexual intercourse in the youth of China, especially among the students. The media plays an important role in developing perceptions about relationships and providing a complete model of different behaviours. (Brown, 2012). Through the literature Review, it is found that previous studies focus on the various dimensions but they never discussed the effects of web series on the perception of youth regarding intimate relationship patterns. Intimacy was also discussed from the perspectives of different media but it was not explored in respect of web series. In Pakistan, research on web series was not conducted and it is very important to explore the consumption pattern of web series and its effects on the perception of youth. It is a huge gap in the research

Theoretical Framework

The theory of uses and gratification has been used in the study. The theory was proposed by Jay Blumler, and Kartz in 1974 (Vinney, 2019). Uses and gratification theory explains what the audience does with media instead of what media do with people. The audience changes the media according to their changing needs. This theory is related to the current topic under study because the uses and gratification theory explains the motives of youth behind watching web series. People have different needs to watch web series, youth watch web series for the purpose of knowledge and information, and some use them for entertainment and to satisfy their emotional needs. Many people watch web series for adopting the style of the actors and maintain their status in society. Some people watch web series for reducing their stress and to spend some quality time. Many people watch web series for escaping from different happenings of the world. Different people have different needs and it depends on the youth and how they consume the content of media. In this study, uses and gratification theory explored the usage pattern and needs of youth in watching web series.

Cultivation theory was also used in this study. This theory was given by George Gerbner and his colleagues in the 19’s and they argued how the media affects the perceptions, moral values and overall viewpoints of people and when they consume much media, they started to perceive the real world, similar to the world shown by media. (Mosharafa, 2015). This theory is related to the topic under study because it provides the general framework of varying perceptions. The research study explored how the content of web series influences the youth and how the youth learn and perceive intimate relationship patterns in different ways. According to the cultivation theory, youth observe particular actions of developing intimate relationships in web series and shaped their perceptions of relationships similar to those shown in web series. The perception of the youth

of Pakistan regarding intimate relations patterns

changed after consuming different types of foreign web series because they present diverse levels of intimacy of a different society and the youth of Pakistan started to accept the dating culture and intimate relationships.

In this research study, the researcher used a quantitative research method and the Survey is conducted with the help of design questionnaires as the tool for data collection questionnaires were filled through purposive sampling from 300 respondents of Lahore between the age of 17-24 years who watch web series. The Survey questionnaire contains 0.850%of reliability. The researcher applied a generalized linear model of ordinal logistic regression test and used the software of Statistical Package for the Social Sciences (SPSS) version 17 for data analysis.

In this research study, 80.3% of the youth are between the age of 21-24 years.

Table 2. How often do youth watch Web Series?

The results show that majority of youth watch web series on daily basis (38.7%).

Table 3. In a day, hours spent by youth watching web series

The findings show that, the majority of youth watch web series for 1-2 hours (45%).

Table 4. Time in which youth usually watch web series

The results show 69.3% of youth watch web series at night time.

Table 5. Web channels preferred by the youth to watch web series

Netflix (48.7%) is the most preferred web tv for watching web series followed by Youtube, amazon prime video and other channels.

Table 6. The device used by the youth to watch web series

The results show that the majority of youth use mobile (56%) for watching web series.

Table 7. Reasons for watching web series

Time flexibility (31.3%) is the most preferred reason to watch web series.

Table 8. The content of web series is more creative as compared to the content of television

The findings show that the majority of youth (41.7%) strongly agreed with this statement.

Table 9. The most favourite theme of the web series

The results show 53.67% of the respondents like all of the main themes of web series.

Table 10. Favourite component in the web series

The findings show that the stories of web series (66%) are the most liked component by youth.

Needs of Watching Web series

Table 11. Web series provide me with information about new concepts

The results show that majority of youth (44%) responded that sometimes web series provides information on new concepts.

Table 12. Web series increase the factors of pleasure and happiness in youth

The results show that majority of 45% of the youth sometimes get a factor of pleasure and happiness through web series.

Table 13. I watch web series for releasing tension

The results show that the majority of youth give a positive response that they watch web series for releasing tension.

Effects on Perception

Table 14. Youth learn about relationships and intimacy through web series

Almost 12% of respondents strongly agreed, but the ratio of agreeing was greater (48%) which shows the acceptance of a significant majority.

Table 15. Web series creates an idealised perception of couple relationship among youth

Although those who answer strongly agreed were almost 16%, the ratio of agreeing was greater (46%) which shows acceptance of a notable majority.

Table 16. After watching the web series, the behaviour of youth changed toward intimate relationships

Almost 20% of respondents strongly agreed with the statement however the ratio of agreeing was greater (46%) which shows acceptance of a significant majority.

Table 17. Web series influence the moral values of our society

Although those who strongly agreed with the statement were almost 20%, the ratio of agreeing was greater (47%) which shows agreement of the visible majority.

Table 18. Web series have an impact on the relationship patterns of youth in Pakistan

16% of respondents strongly agreed with the statement however the ratio of agreeing was greater (51%) which shows acceptance of a significant majority.

Table 19. Web series arouse feelings that you should be in a relationship

Almost 17% of respondents strongly agreed with the statement but the ratio of agreeing was greater (38%) which shows acceptance of the visible majority.

Table 20. The romantic scene in web series inspire youth toward romance

Although those who answer strongly agreed were almost 19%, the ratio of agreeing was greater (42%) which shows acceptance of a notable majority.

Table 21. Web series promote dating culture among youth

Although, those who strongly agreed with the statement were almost 21% the ratio of agreeing was greater (44%) which shows acceptance of the visible majority.

Table 22. The friendship between opposite genders is normal

Almost 23% of respondents strongly agreed with the statement however the ratio of agreeing was greater (50%) which shows acceptance of a significant majority.

Table 23. Dating in Pakistan increased due to the liberal content of media (web series)

Although those who strongly agreed with the statement were almost 22%, the ratio of agreeing was greater (49%) which shows acceptance of a notable majority.

Table 24. Web series generate awareness about physical and sexual intimacy among youth

Almost 20% of respondents strongly agreed with the statement however the ratio of agreeing was greater (57%) which shows acceptance of a significant majority.

Table 25. Intimate scenes of web series excite sexual state of mind

Although, those who answer strongly agreed were almost 17% however the ratio of agreeing was greater (43%) which shows acceptance of the visible majority.

Table 26. Web series provides learning of how to date and develop relationships

Almost 14% of respondents strongly agreed with the statement however the ratio of agreeing was greater (42%) which shows acceptance of a significant majority.

Table 27. The youth develop relationships for the sake to maintain status or being called as cool. As shown in the web series

Almost 15% of respondents strongly agreed, however, the ratio of agreeing was greater (47%) which shows acceptance of a significant majority.

Table 28. Due to the impact of web series, the youth of Pakistan make fake or Short-term commitments

Although those who strongly agreed with the statement were almost 15%, the ratio of agreeing was greater (46%) which shows acceptance of the visible majority.

Testing Hypothesis

H1: Web series consumption has significant effects on the perception of youth regarding intimate relationship patterns in Pakistan.

Ho: Web series consumption has no effects on the perception of youth regarding intimate relationship patterns in Pakistan.

Generalized Linear Models of Ordinal Logistic Regression

Interpretation

The omnibus test table shows that the P value is 0.002 which is less than the significant value (p< 0.005) = (0.002<0.005). This revealed that there are significant effects of web series consumption on the perception of youth regarding intimate relationship patterns and thus results reject the null hypothesis. In this research analysis, the goodness fit model provides non-significant values of the Pearson chi-square test and the value of deviance which suggests that data is well fitted in the ordinal regression test.

The study deals with the consumption of web series by the youth of Pakistan and how exposure to web series affects the perception of youth regarding intimate relationship patterns in Pakistan. The findings revealed that time flexibility is the most preferred reason to watch web series along with its creative content. The cognitive needs, affective needs, and tension-free needs of the youth are also fulfilled by web series consumption that supports the theory of uses and gratification. The results also show that the perception of youth is similar to the content they watch in web series, As the major audience of the digital world is youth that’s why the web series producer brings those type of content that attracts youth, because they are more vulnerable and open-minded and most likely to accept the intimate content, that’s why Intimacy and intimate relationship are a part of almost each and every web series. The results show that web series promote dating culture along with providing education on how to develop relationships and create idealised perceptions of the couple's relationship. When an audience watches a particular web series, they become emotionally attached to that program because they feel each and every emotion that is shown in the story of that program and the content of web series is without any censorship, so sexual type of content is normally included in the series and it is a known phenomenon that every individual has certain needs and sexual need is one of them when youth watch this type of content their excitement level increases which stimulate their physical and sexual state of mind and generate the feeling that they should be in a relationship and romantic scenes in web series inspire youth toward romance and they began to accept dating culture and having the desires to be in intimate relations. Youth takes friendships between opposite genders in very normal ways, which results in fake and short-term relationships because web series promote beak-ups in a very light manner. The culture of Pakistan is very different from the culture shown in web series and youth feeds the western culture which is a great threat to Pakistani cultural values. The previous studies of research also support the results that media exposure affects the perception of its viewers, whether it be of electronic media, social media or digital media, the belief and perception can be changed through media consumption. The findings are also supported by the cultivation theory, that web series affect the perceptions and beliefs of youth and they started to believe that the real world is similar to the world shown in the series. Nowadays the role of media is greater as compared to the role of the parent in the upbringing of the youth. Parents should be more responsible toward their children and keep a check on the material that their offspring’s watch. The discussion and analysis of the study show that the results of the research support the objectives of the study and the resultant findings also present that exposure to web series affected the perception of the youth of Pakistan.

The web series is part of an emerging industry and web series are known for their flexible nature. The youth of Pakistan also watch web series because of their flexibility and ease to watch nature at any place. The consumption of web series in Pakistan shows that majority of the youth watch web series on daily basis at night time and mostly they watch web series alone on their mobile phones. This study has been well researched and research findings revealed that web series affect the perception of youth regarding intimate relationship patterns. Web series arouse the emotions of the youth and generate awareness of physical and sexual intimacy. The intimate activities between the youth, before marriage is presented by the web series and the producers of these series never address the fatal and destructive consequence of intimate relationships and only provide the learning about how to date and develop intimate relationships among the youth of Pakistan and promote dating culture, when the youth of the Pakistan watch this type of the content, it negatively influenced on their minds. It is not bad to discuss intimacy in the web series but presenting intimacy in a lust manner is a cause of negative effect on the perception of youth, because the society and culture of Pakistan are different as compared to the culture shown in the series. The research also shows that youth also have positive views to make fake and short-term relationships just to maintain status and to be called as cool in their friend's circle. The web series, on one hand, generate acceptance of friendship between the opposite gender in Pakistani society and on the other hand make youth habitual of short-term relationships and they start taking commitments, for granted. This is actually an alarming situation.