Generating theory of content choice on over-the-top platforms – A grounded theory approach

The purpose of the study is to propose a theory that will better explain consumer choice of content on over-the-top platforms using grounded theory approach in emerging market of India. Grounded theory methodology which relates to emergence of theory from concepts grounded in data was used. The responses were collected from young consumers through the process of theoretical sampling. The collected responses were analyzed using open coding, axial coding and selective coding to generate concepts. The concepts were then integrated into a theory of consumer choice. The findings of the study indicate that content orientation and content engagement are important while making a choice of content on over- the-top platforms. The content orientation related to content variety, content customization and content quality while content engagement related to content feedback and content influence with respect to young consumers.