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

Samala Nagaraj, Soumya Singh and Venkat Reddy Yasa

Technology in Society, 2021, vol. 65, issue C

Abstract: The introduction of Over-the-Top (OTT) video streaming services through national and international providers like Netflix, Amazon Prime, etc. has changed consumer behaviour towards entertainment subscription. The study aims to identify the reasons for subscribing and not subscribing to OTT services. The main objective is to test the factors affecting consumers' OTT subscription decisions.

Keywords: Video streaming; Digital content; Netflix; Household (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:teinso:v:65:y:2021:i:c:s0160791x21000099

DOI: 10.1016/j.techsoc.2021.101534

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