 Who uses paid over-the-top services and why? Cross-national comparisons of consumer demographics and valuesKyu Tae Kwak, Chae Ju Oh and Sang Woo Lee Telecommunications Policy, 2021, vol. 45, issue 7 Abstract: This study empirically investigates characteristics that influence the use of paid content streaming, or over-the-top (OTT) media services. We surveyed paid OTT service users from seven countries—Britain, China, France, Germany, Japan, South Korea, and the United States— to examine the effects of user demographics and values on paid OTT usage as well as the different user characteristics that affect paid OTT usage by country. Our results show that age, monthly income, education, occupation, and tendencies toward warm relationships with others, fun and enjoyment in life, self-fulfillment, and a sense of accomplishment are the main variables that directly influence the use of paid OTT services. Furthermore, the influence of demographic attributes and consumption values that affect transactional video-on-demand and subscription video-on-demand use vary across countries. Keywords: Over-the-top; OTT user; Paid OTT service; User demographics; Consumer value; Cross-national study. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:telpol:v:45:y:2021:i:7:s0308596121000720 Ordering information: This journal article can be ordered from DOI: 10.1016/j.telpol.2021.102168 Access Statistics for this article Telecommunications Policy is currently edited by Erik Bohlin More articles in Telecommunications Policy from Elsevier |
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