Digitized Entertainment - Factors influencing Consumer Adoption of OTT Platforms

People's way of consuming media changed tremendously with rapid technological improvements and increased internet penetration levels across India due to emergence of over-the-top media services (OTT) platforms. COVID-19 outbreak has tremendously increased the demand for OTT streaming channels like Netflix, Amazon prime, Zee 5, Alt Balaji and Disney Hotstar which transformed the world of entertainment and media by contributing mind blowing services during the lockdown period.This research paper is an attempt to study the shift in media consumption patterns from old ways of entertainment like cinema, television to new ways of entertainment like OTT platforms, study and analyze the consumer preference towards choice of OTT platforms, watching habits of online over the top (OTT) applications among Indian viewers. © 2023 IEEE.

Caged, helpless but not bored: consumption values derived from over-the-top platforms during pandemic

Purpose: The use of over-the-top (OTT) platforms grew substantially after the declaration of the COVID-19 pandemic in 2020. With the pandemic receding, there is a concern that users may not continue with their subscriptions. To counter this, OTT service providers must strategize proactively to retain and acquire new users once the pandemic abates. Positing that understanding the consumption values that users ascribe to OTT platform usage can provide useful customer retention insights, the purpose of this paper is to use the theory of consumption value (TCV) to study the values that users derived from their use of OTT following the onset of the pandemic. Design/methodology/approach: The mixed-method approach is used to collect qualitative and quantitative data. Analysis of qualitative responses collected through interviews of 12 current OTT platform users helped identify two categories of OTT platform-specific values: attribute-level and benefit-based. Next, the study examined the association of values thus identified with one another, as well as with continued intentions to use OTT platforms, by analyzing data collected from 371 existing users. Findings: The findings indicated that functional value quality and social value, representing the attribute-level values, were positively associated with two benefit-based values – functional value price and emotional value (EMV). Next, EMV was not only associated with intentions but also partially mediated the association of attribute-level values with intentions. Premium subscription purchased and increased viewing time were confirmed to have moderating effects on the association between attribute-level and benefit-based values. Originality/value: The study is amongst the foremost research initiatives to examine consumption values derived from OTT platform usage after the onset of the pandemic. Its novelty also comes from its identifying OTT platform-specific consumption values for the first time and adding a new dimension to the TCV by examining the interplay of these values in the OTT platform context. © 2023, Emerald Publishing Limited.

OTT platforms resilience to COVID-19 – a study of business strategies and consumer media consumption in India

Purpose>COVID-19 preventive measures disrupted the media and entertainment business ecosystem, increased over the top (OTT) consumption, brought new OTT players, thus increased competition, and shaped consumer behaviour and habits. Despite this knowledge, in-depth insights into OTT's consumer behaviour, new usage habit and strategies used by subscription-based OTT platforms to maintain resilience during the COVID-19 pandemic are unknown. This paper aims to fill the two gaps in the extant OTT literature.Design/methodology/approach>This study used Eisenhardt's multiple case studies approach to derive the strategies used by the top-performing subscription-based OTT platforms in India. Moreover, a purposive semi-structured Google survey was used to explore consumers' OTT experience during the pandemic. This study analysed data using NVivo 12 (survey) and MS Excel 2010 (case studies).Findings>This study derived seven resilient OTT strategies;competitive low pricing, enhancing customer experience, launching innovative service plans, content localisation, strategic collaboration, flexibility in technology adoption and proactive sales promotion. Consequent to adopting these strategies, consumers' usage of OTT evolved from occasional to habitual. Convenience, ease of accessibility, risk of contracting COVID-19, variety and quality of content, online reviews and affordability drive consumer preference for OTT. Also, this study revealed consumers' varied OTT experiences.Originality/value>The contribution is two-fold;the derived strategies for maintaining resilience and the in-depth insights into habit formation and consumer behaviour during and after the COVID-19 pandemic. This study is valuable for media and entertainment stakeholders like streaming service providers, OTT services, cable operators, etc.

Transnational Proximity and Universality in Korean Culture: Analysis of Squid Game and BTS

By utilizing transnational proximity as a primary theoretical framework, I analyze the reasons why global audiences beyond Asia prefer contemporary Korean popular culture to other cultural products. I investigate several distinctive cultural programs and Korean screen spheres—BTS and Squid Game (2021) in particular—as well as fan communities. I mainly discuss whether “transnational proximity” based on similar socio-cultural experiences, including social inequality and social injustice, which are rampant in late capitalist society, works as a new theoretical frame in comprehending the global success of Hallyu. Finally, I discuss whether transnational proximity plays a pivotal role in determining the growth of local popular culture in the global cultural sphere. © 2022 Kyujanggak Institute for Korean Studies.