Factors Influencing Consumerâ€™s Choice of Streaming Over the top (OTT) Platforms
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Keywords:Over-the-top (OTT), Consumer, Growth factor, Service quality, Benefits of OTT
With the rapid advancement in technology, penetration of smart phones and increase inÂ levels of affordable internet facilities resulted in the rise of OTT media services. OTT platforms gives freedom to their users to watch T.V. series, movies, etc.at their ownÂ convenience. The study was conducted to find out the factors influencing consumerâ€™s choice of streaming OTT platforms. Convenience sampling technique was used for the study andÂ response from 200 respondents (students, working people/ staff, homemakers and entrepreneurs), was collected in Hisar city, through semi-structured questionnaire. TheÂ variations in the factors (Growth, Benefits of OTT, Integrated marketing and communication) were 41.321, 6.621, 5.977, and 5.378 per cent, respectively. As per factorÂ analysis, all four factors were most important that influenced consumersâ€™ choice of streaming OTT services, and the Cronbach alpha values were 0.844, 0.812, 0.798 and 0.629,Â respectively.
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