Affiliation:
1. Amrita Vishwa Vidyapeetham, Kochi, India
Abstract
The proliferation of smartphones, increasing internet penetration, and affordable data plans have played a crucial role in driving the growth of OTT platforms in India. The aims this study is to understand the users' adoption of OTT streaming platforms in Kerala using the UTAUT model as a theoretical framework. To achieve the research objectives the researcher used a descriptive and exploratory research design. The researcher developed a well-structured questionnaire and administered 180 OTT users in Kerala, collecting quantitative data on their usage patterns, preferences, and adoption factors. The researcher validate the UTAUT model along with impact of COVID-19 for measuring the users' adoption behaviour. The study concluded that the factors such as Performance expectancy, Effort expectancy, Social influence, Facilitating conditions, and COVID-19 influence the adoption of OTT video streaming platforms.
Reference34 articles.
1. Key Factors Influencing Users ’ Adoption Towards OTT Media Platform : An Empirical Analysis.;A.Bhullar;International Journal of Advanced Science and Technology,2020
2. Exploring the Factors Influencing Continuance Usage of Over-the-Top Services
3. Competitions between OTT TV platforms and traditional television in Taiwan: A Niche analysis
4. The study on the comparative analysis of EFA and CFA.;C. H.Choi;Journal of Digital Convergence,2017
5. UNDERSTANDING ADOPTION FACTORS OF OVER-THE-TOP VIDEO SERVICES AMONG MILLENNIAL CONSUMERS