Determinants of OTT Subscription Decisions: An Empirical Study of Price, Social Influence, and Social Media Factors

Globally, over-the-top (OTT) streaming services have revolutionized the way people consume entertainment, especially younger viewers. This study looks at how OTT membership selections are influenced by social media, price, content quality, preferred content, and social influence. Multiple regression and correlation analyses were performed using the survey responses of 199 individuals. The only significant predictor of OTT membership selections, according to the results, is price; social influence, content quality, preferred content, and social media influence all show negligible or weak effects. The results emphasize that the main factor driving adoption is affordable subscription plans, highlighting the significance of price strategies in the expansion of OTT platforms.