Examining the acceptance of over-the-top services among young consumers during pandemic: a multi-theory approach

This paper investigates the dynamic landscape of Over-The-Top (OTT) services in the Indian subcontinent, focusing on the intentions of young consumers to engage with these platforms. Integrating flow theory with established technology acceptance models, the study significantly contributes to the growing body of research on OTT. The data was collected through an online survey using a structured questionnaire. The survey comprised 272 respondents from diverse demographics across India, all with brief OTT experience. Exploring the impact of internal and external factors on technological adoption and usage patterns among Indian youth, the findings guide decision-makers within OTT firms, aiding strategic alignment with consumer preferences in the competitive Indian market. The study emphasizes the proclivity of Indian viewers to subscribe to multiple OTT apps, offering valuable perspectives for OTT players. Recommendations for enhancing user experience include zero latency, high-quality videos, adaptive video quality, and user-friendly interfaces. Content creation strategies, investments in vernacular languages, and leveraging voice assistants are also advocated. The importance of high-quality, culturally relevant content creation is underscored, aligning with viewer preferences. The paper concludes with a holistic understanding of factors influencing young Indian consumers, offering actionable insights for industry stakeholders.