Quality of Service Experience and Perceived Enjoyment: Impact on Willingness to Pay for OTT Platforms in India

Abstract: The popularity of Over-the-Top (OTT) platforms has transformed the entertainment industry, creating a competitive landscape where service quality and user experience are critical drivers of consumer behavior. This study examines the influence of Quality of Service Experience (QoSE) and Perceived Enjoyment (PE) on Willingness to Pay (WTP) for subscription-based OTT services. Using data collected from 269 active OTT users across India, regression analysis reveals significant associations between these factors with Willingness to Pay for the consumers, highlighting the critical role of functional and emotional drivers in shaping consumer preferences. These findings offer insights for OTT platforms to enhance user satisfaction. Keywords: Over-the-Top platforms, Quality of Service Experience, Perceived Enjoyment, Willingness to Pay, Consumer Behavior JEL Classification Number: L82, D12, M31, L86, Z11