This paper tries to understand the consumption patterns and adoptability factors of OTT among consumers.
Authors
Sabyasachi Dasgupta, Assistant Professor, O.P. Jindal Global University, Sonipat, Haryana, India.
Priya Grover, Head-Research and Development, Brand Mavs (Formerly Known as Brand Mavericks LLP) Kharadi, Pune, India.
Summary
With growing digitization, the challenge for marketers is to understand how consumers consuming Over-The –Top (OTT) content adopt and consume messages in this format effectively. Superimposing the theoretical framework of Uses and Gratification meant for television to internet platform, this paper in a novel approach tries to understand the consumption patterns and adoptability factors of OTT among consumers.
The qualitative methodology adopted for this research, brought out four themes enabling the success of this platform: Convenience, mobility, content and subscription strategies. These strategic parameters will ensure higher engagement levels of the consumers for the OTT content.
Published in: International Journal of Computer Engineering & Technology (IJCET)
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