A Study on Consequences and Growth of OTT Platform using Factor Analysis and ANOVA

Authors

  • Ekta Yadav Research Scholar,Department of Business Management, CCS Haryana Agricultural University, Hisar-125004, Haryana, India
  • Megha Goyal Assistant Professor, Department of Business Management, CCS Haryana Agricultural University, Hisar-125004, Haryana, India
  • Suman Ghalawat Assistant Professor, Department of Business Management, CCS Haryana Agricultural University, Hisar-125004, Haryana, India
  • Joginder Singh Malik Professor, Department of Extension Education, CCS Haryana Agricultural University, Hisar-125004, Haryana, India

DOI:

https://doi.org/10.48165/IJEE.2023.59119

Keywords:

OTT platform, Factor analysis, Reliability, Cronbach alpha and ANOVA

Abstract

In the face of the global COVID-19 pandemic, the over-the-top service of new generic media continues its unbelievable flight. The availability of content, easy access to various shows, ease of use, and continuity of shows require users to subscribe to OTT video streaming. This study aims to pinpoint the factors that show the consequences & growth of OTT over the traditional medium and the effect of the consequences of the OTT platform on gender & occupation. With a sample size of 200, the data was gathered from primary sources utilizing convenience sampling and a semi-structured questionnaire. The data was analyzed by using factor analysis & ANOVA. Two main factors used in were Consequences of OTT (Factor 1) and OTT growth over traditional medium (Factor 2). The variations in factors 1 & 2 were 42.59 & 15.49 respectively. As per factor analysis, factor 1 was the most important and the Cronbach alpha values of 0.852 and 0.807 respectively, reveal the reliability of the two factors. Also, Analysis of Variance (ANOVA) shows that gender & occupation have a significant effect on the consequences of the OTT platform. The online consumption of content was also found to have several negative effects on the life style of the respondents. 

Downloads

Download data is not yet available.

References

Ahuja, R. (2020). A Study of Effects of Web Series & Streaming Content on Indian Youth. International Journal of Creative Research Thoughts, 8(9), 1042-1056.

Chakrabarty, A. (2020, July 01). How technology made life easy during Covid-19. Financial Express.

Choudhary, R. L., Bhimawat, S. B., & Jain, K. H. (2016). Effect of internet utilization on overall performance of agricultural research scholars of MPUAT, Rajasthan. Indian Journal of Extension Education, 52(2), 188-191.

Dasgupta, S., & Grover, P. (2019). Understanding adoption factors of over-the-top video services among millennial consumers. International Journal of Computer Engineering & Technology, 10(1), 61-71.

Emmanuel, A. P., Ibrahim, M., & Ogurinde, O. (2019). Effects of social media on the Academic Performances of Students of

Faculty of Agriculture, Kogi State University, Anyigba, Nigeria. Journal of Extension Education, 30(4).

Ghalawat, S., Yadav, E., Kumar, M., Kumari, N., Goyal, M., Girdhar, A., & Agarwal, S. (2021). Factors Influencing Consumers Choice of Streaming Over the top (OTT) Platforms. Indian Journal of Extension Education, 57(3), 99–101.

Goswami, M. P., Padhi, S. R., Bakshi, S., & Puthiyakath, H. H. (2020). Susceptibility of social media users to fake news: A study among Indian youth in the light of COVID-19. Humanities and Social Science Studies, 9(2), 1–15.

Jose, R. (2020). Factors influencing the shift from traditional TV to OTT platforms in India. International Journal of Advanced Science and Technology, 29(7), 4044-4051.

Kumari, T. (2020). A Study on Growth of Over the Top (OTT) Video Services in India. International Journal of Latest Research in Humanities and Social Science, 9(3), 68-73.

Mishra, A., Singh, J., Maurya, A. S., & Malik, J. S. (2022). Effect of socio-personal traits of farmers on their perception towards social media. Indian Journal of Extension Education, 57(4), 71-74.

Mishra, A., Singh, J., Malik, J. S., & Maurya, A. S. (2022). Social media use profile of farmers in Haryana. Indian Journal of Extension Education, 58(3), 51-54.

Pandey, D. K., De, H. K., & Dubey, S. K. (2020). Social media usage among agriculture collegian in North-Eastern India. Indian Journal of Extension Education, 56(2), 26–30.

Singh, D. (2020). How is coronavirus impacting the streaming platforms with an increasing appetite of viewers? Financial express. Retrieved on August 20, 2022 from https://www.financial express.com/brandwagon/how-is-coronavirus-impactingthe streaming-platforms-with-an-increasing-appetite-of-viewers/ 1919916/

Singh, P. (2019). New media as a change agent of Indian television and cinema: a study of over-the-top platforms. Journal of Content, Community and Communication, 9(5), 131-137.

Downloads

Published

2022-12-30

Issue

Vol. 59 No. 1 (2023): Indian Journal of Extension Education, (Jan-Mar), 2023

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Yadav, E., Goyal, M., Ghalawat, S., & Malik, J.S. (Trans.). (2022). A Study on Consequences and Growth of OTT Platform using Factor Analysis and ANOVA. Indian Journal of Extension Education, 59(1), 92–95. https://doi.org/10.48165/IJEE.2023.59119
Crossref
Scopus
Google Scholar
Europe PMC