Journal of Economics Theory
ISSN: OnlineISSN: Print 1994-8212
Abstract
The digital revolution has radically transformed the way we consume media and entertainment. Over‐the‐top (OTT) platforms have developed as a pivotal force in this transformation, offering a wide range of content, from movies and TV shows to user‐generated videos and live streaming, delivered over the internet. With their flexibility and convenience, OTT platforms have disrupted traditional cable and satellite television services, allowing users to customize their viewing experience and access content on demand. As the popularity of OTT platforms continues to fly, understanding the factors that influence the adoption and usage of OTT platforms is dominant in the ever‐evolving digital media landscape. This study discovers the factors influencing the adoption of the OTT platform. Employing a quantitative data collection method to analyze a diverse sample of 384 individuals. The findings offer an advanced perspective on the factors influencing OTT platform adoption, including the adoption of OTT platforms (AOP) as the dependent variable. Several explanatory variables, including Purchase Intention (PI), Quality (QU), Features (FE), Willingness to use (WU), Digital marketing (DM), Awareness (AW), Feedback (FD), Convenience (CN), Cost (CO), elements from the Technology Acceptance Model (TAM), such as Attitude (AT), Ease of use (EU), and Behavioural intention (BI), as well as Social Gratification (SG), Consumer Engagement (CE), Brand Relationship (BR), and Brand Image (BRI). The factors are analyzed using SPSS analysis with several statistical methods. The analysis reveals that the factors are highly reliability in evaluating the adoption of the OTT platform. The factors are more effective with a higher R Square and statistical significance.
How to cite this article:
Shaik Mahaboob Basha and C. Viswanatha Reddy. The Digital Revolution: Exploring Influential Factors in OTT Platform Adoption.
DOI: https://doi.org/10.36478/10.36478/makjet.2024.1.1.13
URL: https://www.makhillpublications.co/view-article/1994-8212/10.36478/makjet.2024.1.1.13