Factors affecting consumers’ willingness to subscribe to over-the-top (OTT) video streaming services in India

Nagaraj, Samala; Singh, Soumya; Yasa, Venkat Reddy

doi:10.1016/j.techsoc.2021.101534

Cited by 75 publications

(46 citation statements)

References 16 publications

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“…Consistent with recent studies, we found that the variety and quality of the content play a significant role in driving consumers' preference for OTT (Nagaraj et al , 2021; Sadana and Sharma, 2021). Different from offline modes, OTT offers a variety of content from movies, documentaries and live streams at different subscription plans such as basic and premium quality.…”

Section: Discussionsupporting

confidence: 90%

“…Ease of watching and flexibility were essential to users because they could watch movies at times and places of their choice. Past studies have also affirmed that convenience is the main reason for the high subscription and engagement of young people with OTT platforms (Dutta et al , 2021; Nagaraj et al , 2021; Sadana and Sharma, 2021; Madnani et al , 2020). The ease of accessibility was another critical factor.…”

Section: Discussionmentioning

confidence: 95%

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OTT platforms resilience to COVID-19 – a study of business strategies and consumer media consumption in India

Sharma

Lulandala

2022

IJOA

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Purpose COVID-19 preventive measures disrupted the media and entertainment business ecosystem, increased over the top (OTT) consumption, brought new OTT players, thus increased competition, and shaped consumer behaviour and habits. Despite this knowledge, in-depth insights into OTT's consumer behaviour, new usage habit and strategies used by subscription-based OTT platforms to maintain resilience during the COVID-19 pandemic are unknown. This paper aims to fill the two gaps in the extant OTT literature. Design/methodology/approach This study used Eisenhardt's multiple case studies approach to derive the strategies used by the top-performing subscription-based OTT platforms in India. Moreover, a purposive semi-structured Google survey was used to explore consumers' OTT experience during the pandemic. This study analysed data using NVivo 12 (survey) and MS Excel 2010 (case studies). Findings This study derived seven resilient OTT strategies; competitive low pricing, enhancing customer experience, launching innovative service plans, content localisation, strategic collaboration, flexibility in technology adoption and proactive sales promotion. Consequent to adopting these strategies, consumers' usage of OTT evolved from occasional to habitual. Convenience, ease of accessibility, risk of contracting COVID-19, variety and quality of content, online reviews and affordability drive consumer preference for OTT. Also, this study revealed consumers' varied OTT experiences. Originality/value The contribution is two-fold; the derived strategies for maintaining resilience and the in-depth insights into habit formation and consumer behaviour during and after the COVID-19 pandemic. This study is valuable for media and entertainment stakeholders like streaming service providers, OTT services, cable operators, etc.

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Section: Discussionsupporting

confidence: 90%

Section: Discussionmentioning

confidence: 95%

OTT platforms resilience to COVID-19 – a study of business strategies and consumer media consumption in India

Sharma

Lulandala

2022

IJOA

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“…McCreery and Krugman (2015) found that iPad users who watch videos or movies expect fewer and shorter advertisements to be placed in programs. Usually, consumers switch from free to paid subscriptions because they want to enjoy an ad-free experience (Nagaraj et al, 2021). Among those OTT users, free users watch skippable or non-skippable ads before or during viewing, but they usually use adblockers to reduce intrusive or repetitive advertisements.…”

Section: Motivations and Profiles Of Ott Usersmentioning

confidence: 99%

“…Although the COVID-19 pandemic has provided beneficial environment for OTT players, whether the growth of OTT will continue is a noteworthy issue to be investigated. Nagaraj et al (2021) identified the main reasons why users of OTT platform services adopt this innovative technology; these include 24-7 access, web-only access, content features, adfree viewing experience, HD video quality, and low subscription fees. Shin and Park (2021) also discovered that OTT users, as a consideration in choosing the viewing media, pursue social interaction with others, pleasant user experiences, diverse content, easy and convenient access, reliable service system quality, and a positive perception of price value.…”

Section: Introductionmentioning

confidence: 99%

A deeper understanding of switching intention and the perceptions of non-subscribers

Tsai

2022

ITP

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PurposeMost previous studies on new technologies and services have concentrated on their acceptance, seldom exploring in depth why users may choose not to accept technology or service and remain “non-users.” This study aims to understand free platform users' intention to switch to paid subscription platforms.Design/methodology/approachThis study utilized push-pull-mooring (PPM) theory to investigate free OTT platform viewers' switching intentions toward paid OTT platforms. A research model was established and examined via a two-stage partial least square (PLS) method. A total of 446 free users were collected from Facebook and Line for data analysis.FindingsResults show that perceived intrusiveness is the push factor and alternative attractiveness is the pull factor and that both have a positive impact on the switching intention of non-subscribers. Habit represents the mooring factor and negative affects switching intention. Perceived convenience and perceived enjoyment are shown to be two significant habitual antecedents. Furthermore, habit is revealed to moderate the effect of users' perceived advertisement intrusion and alternative attractiveness on switching intention to strengthen positive impact when the habit is strong.Originality/valueThis study is one of the pioneering studies to consider free-to-paid switching behavior on media services using PPM's structural equation model. Contrary to previous research, the study found that, in the context of the free-to-paid transition, highly accustomed users' perception of pull factors and push factors were strengthened, thus generating the tendency to switch platforms.

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“…Concerning the OTT platforms, studies have mainly concentrated on examining the factors impacting the adaption and adoption of OTT platforms by the viewers [14]. Other studies include the OTT business models and approaches for business extension [15].…”

Section: Introductionmentioning

confidence: 99%

Gamification on OTT Platforms: A Behavioural Study for User Engagement

Suryavanshi¹,

Gahlot²,

Thapa³

et al. 2022

IJACSA

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This study examines the consumer's visual attention toward gamification options while watching the OTT (Over-the-top) online content. Also, the impact of gamification on user engagement (UE) on the OTT platform was studied using data collected by conducting an eye-tracking experiment and subsequently using a user engagement scale (UES). The study was carried out at the marketing and behavioural lab of a management institute in India using the OTT platform website and Tobii eye-tracker. Empirical data was collected from 52 respondents within the age group between 23 to 35 years. The relation between Attention to Gamification (AG), Reward Satisfaction (RS), and User Engagement (UE) were studied by running a mediating linear regression analysis. From the results, it was found that respondents were equally interested in watching the online content as well as ready to explore the gamification options. The research findings demonstrate that Reward Satisfaction (RS) acted as a mediating factor in the relation between Attention to Gamification (AG) and User Engagement (UE). This study adds to the literature on consumer engagement towards gamification on the OTT platform, where the literature is still limited. Future research could consider mobile apps as a platform to undertake the study. This study aimed to empirically test the effect of AG on UE with the involvement of RS as a mediator. The study is the first of its type to use eye-tracking data to understand the impact of gamification on the OTT platform.

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Factors affecting consumers’ willingness to subscribe to over-the-top (OTT) video streaming services in India

Cited by 75 publications

References 16 publications

OTT platforms resilience to COVID-19 – a study of business strategies and consumer media consumption in India

OTT platforms resilience to COVID-19 – a study of business strategies and consumer media consumption in India

A deeper understanding of switching intention and the perceptions of non-subscribers

Gamification on OTT Platforms: A Behavioural Study for User Engagement

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