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Over-The-Top Television Services and Changes in Consumer Viewing Patterns in South Africa

Robertson Tengeh and Nokuphiwa Udoakpan ()
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Nokuphiwa Udoakpan: Faculty of Business & Management Sciences, Cape Peninsula University of Technology

Management Dynamics in the Knowledge Economy, 2021, vol. 9, issue 2, 257-277

Abstract: A significant change in consumer viewing habits has taken place globally with the introduction and growth of over-the-top television services (OTT TV). In the absence of scientific evidence on television consumer behavior viewership changes, this paper's objective was to ascertain the television viewing patterns, given the rise of OTT TV services in South Africa. The study adopted a quantitative research approach using a convenience sampling method. Online survey questionnaires were distributed on reputable social media networks and collected 391 responses. The study results suggest changes to TV consumption, in that more TV consumers are binge-watching and streaming content online. Furthermore, more than five hours a day are spent online consuming TV content, especially by male respondents. The sharing of OTT TV logon credentials with family and friends is prevalent across all demographic groups. The fundamental aspect of this paper is that it illuminates the rivalry between the Pay-Tv operators and OTT TV service providers while aiding the Independent Communications Authority of South Africa (ICASA) to regulate the market. Â

Keywords: Over-the-top television (OTT TV); uses and gratifications theory; television viewing behaviors; binge-watching; Independent Communications Authority of South Africa (ICASA) (search for similar items in EconPapers)
Date: 2021
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