Understanding adoption factors of over-the-top video services among millennial consumers

Dasgupta, Sabyasachi and Grover, Priya (2019) Understanding adoption factors of over-the-top video services among millennial consumers. International Journal of Computer Engineering & Technology, 10 (1). pp. 61-71. ISSN 0976–6375

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With growing digitization, the challenge for marketers is to understand how consumers consuming Over-The –Top (OTT) content adopt and consume messages in this format effectively. Superimposing the theoretical framework of Uses and Gratification meant for television to internet platform, this paper in a novel approach tries to understand the consumption patterns and adoptability factors of OTT among consumers. The qualitative methodology adopted for this research, brought out four themes enabling the success of this platform: Convenience, mobility, content and subscription strategies. These strategic parameters will ensure higher engagement levels of the consumers for the OTT content.

Item Type: Article
Keywords: content | consumer | subscription | mobility | convenience
Subjects: Social Sciences and humanities > Business, Management and Accounting > Organizational Behaviour
Social Sciences and humanities > Social Sciences > Social Sciences (General)
JGU School/Centre: Jindal Global Law School
Depositing User: Gena Veineithem
Date Deposited: 30 Mar 2022 17:31
Last Modified: 30 Mar 2022 17:31
Official URL: https://iaeme.com/Home/article_id/IJCET_10_01_008
URI: https://pure.jgu.edu.in/id/eprint/1970


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