Understanding of OTT Platforms: A Narrative Study on Customer Behaviour and Market Dynamics

<p><strong><span lang="EN-GB">Abstract: </span></strong><span lang="EN-GB">This paper presents a narrative review of 27 articles exploring customer behaviour and the transition from conventional media to Over-the-Top (OTT) services, published over the last ten years. Some of the factors that have made this switch include convenience, diverse content, cost-effective and personalised way of content viewing by the OTT services. Arguably, this review captures the push-pull-mooring perspective that seeks to understand customer switching behaviour due to dissatisfaction and the attraction of other platforms like the OTT platforms to traditional media. While the first-stage studies have contributed a great deal towards understanding the use of social networks, there is limited literature examining users’ post-adoptive behaviour in detail, including, amongst other things, what drives continued use by users of social network sites. Further, knowledge of how consumer preferences and behaviour across various markets could provide a strategic view of the global OTT platform growth. Focusing on these areas would help to expand a better understanding of the changes in media consumption patterns and the further development of strategies for OTT service providers.</span></p> <p><strong><span lang="EN-GB">Keywords: </span></strong><span lang="EN-GB">Over-the-Top (OTT) </span><span>services</span><span lang="EN-GB">, OTT Platforms, Media Switch, Traditional Media, Customer Behaviour, Push-Pull-Mooring on OTT</span></p>