Drivers Influencing Consumers’ Adoption of Over-the-Top Video Streaming Platforms: An Exploratory Sequential Analysis

Purpose : The present study focused on evaluating the drivers influencing the consumer’s selection of over-the-top (OTT) video platforms in India. The popularity of streaming services has been increasing worldwide and has changed the media industry’s traditional practices in terms of patterns, means, and quality because of technological innovation. Streaming platforms are now widely seen as the entertainment industry’s future. OTT platforms are becoming more and more popular because they connect people through different streaming platforms and provide high-quality content.Methodology : The drivers influencing the consumer’s selection of OTT video platforms in India were evaluated using an exploratory sequential approach (ESA). Under ESA, the study was conducted in three phases. Phase I identified and finalized the drivers through an extensive literature review and experts’ opinions. In Phase II, a fuzzy analytical hierarchy process was utilized to determine the priority weightage of the OTT drivers, while Phase III checked the robustness of the results by conducting sensitivity analysis.Findings : This study found that consumers’ adoption of OTT video platforms is primarily determined by two drivers: “perceived enjoyment” and “social influence.” The driver “perceived enjoyment” was found to be substantially influential. In addition, binge-watching, convenience, and relaxation were found to be predictors of users’ selection of OTT platforms. It was found that several online streaming platforms were well-liked and provided excellent content with a lot of options, few commercials, availability, and accessibility through laptops, tablets, and smartphones with a ton of features at an affordable price.Practical Implications : This study’s findings will provide indispensable insights to market analysts and decision-makers to formulate strategies for future market opportunities.Originality : Unlike prior research on consumer adoption of OTT video streaming platforms, the current work intended to research the most effective factors influencing the criteria for consumers’ selection of OTT video platforms in India using an ESA.