Factors Influencing Consumer’s Choice of Streaming Over the top (OTT) Platforms

Indian Journal of Extension Education
Year: 2021 (Jul-sep), Volume: (57), Issue. (3)
First page: (99) Last page: (101)
Online ISSN: 2454-552X
Print ISSN: 0537- 1996
doi: 10.48165/IJEE.2021.57323

Factors Influencing Consumer’s Choice of Streaming Over the top (OTT) Platforms

Suman Ghalawat1*, Ekta Yadav2, Mohit Kumar3, Neelam Kumari4, Megha Goyal5*, Amita Girdhar6 and Subodh Agarwal7 

1,5,6,7Assistant Professor, Department of Business Management, CCS HAU, Hisar, Haryana 
2,3MBA Students, Department of Business Management, CCS HAU, Hisar, Haryana 
4Department of Extension Education, CCS HAU, Hisar, Haryana 
*Corresponding author email id: sahrawat_s@yahoo.com, meggoel@yahoo.com

Received:
25 April 2021

Accepted:
02 June 2021

Online Published:
28 June 2021

How to cite the Article

Ghalawat, S., Yadav, E., Kumar, M., Kumari, N., Goyal, M., Girdhar, A., & Agarwal, S. (2021). Factors Influencing Consumer’s Choice of Streaming Over the top (OTT) Platforms. Indian Journal of Extension Education, 57(03), 99–101. https://doi.org/10.48165/IJEE.2021.57323 Cite
Ghalawat, Suman, et al. “Factors Influencing Consumer’s Choice of Streaming Over the Top (OTT) Platforms.” Indian Journal of Extension Education, vol. 57, no. 03, 2021, pp. 99–101, http://doi.org/10.48165/IJEE.2021.57323. Cite
1.
Ghalawat S, Yadav E, Kumar M, Kumari N, Goyal M, Girdhar A, et al. Factors Influencing Consumer’s Choice of Streaming Over the top (OTT) Platforms. IJEE. 2021;57(03):99‑101. DOI: 10.48165/IJEE.2021.57323 Cite
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ABSTRACT

With the rapid advancement in technology, penetration of smart phones and increase in levels of affordable internet facilities resulted in the rise of OTT media services. OTT platforms gives freedom to their users to watch T.V. series, movies, etc.at their own convenience. The study was conducted to find out the factors influencing consumer’s choice of streaming OTT platforms. Convenience sampling technique was used for the study and response from 200 respondents (students, working people/ staff, homemakers and entrepreneurs), was collected in Hisar city, through semi-structured questionnaire. The variations in the factors (Growth, Benefits of OTT, Integrated marketing and communication) were 41.321, 6.621, 5.977, and 5.378 per cent, respectively. As per factor analysis, all four factors were most important that influenced consumers’ choice of streaming OTT services, and the Cronbach alpha values were 0.844, 0.812, 0.798 and 0.629, respectively. 

Keywords

Over-the-top (OTT),Consumer, Growth factor, Service quality, Benefits of OTT