Understanding Adoption Factors of Over-the-Top Video Services Among Millennial Consumers

International Journal of Computer Engineering and Technology, 10(1), 2019, pp. 61-71

11 Pages Posted: 12 Mar 2020

See all articles by Dr. Sabyasachi Dasgupta

Dr. Sabyasachi Dasgupta

Assistant Professor, O.P. Jindal Global University, India

Dr. Priya Grover

Head-Research & Development, Brand Mavs (Formerly Known as Brand Mavericks LLP) Kharadi, Pune

Date Written: 2019

Abstract

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.

Keywords: Content, Consumer, Subscription, Mobility, Convenience, Digital, Over-The-Top, Adoption, Video, Internet, Millennial, Engagement, Multi-Media, Innovation.

Suggested Citation

Dasgupta, Dr. Sabyasachi and Grover, Dr. Priya, Understanding Adoption Factors of Over-the-Top Video Services Among Millennial Consumers (2019). International Journal of Computer Engineering and Technology, 10(1), 2019, pp. 61-71, Available at SSRN: https://ssrn.com/abstract=3537570

Dr. Sabyasachi Dasgupta

Assistant Professor, O.P. Jindal Global University, India ( email )

Sonepat Narela road
Sonepat
Sonepat, Haryana 131001
India

Dr. Priya Grover (Contact Author)

Head-Research & Development, Brand Mavs (Formerly Known as Brand Mavericks LLP) Kharadi, Pune ( email )

Kharadi
Pune
Maharashtra
India

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