Factors for Customer Satisfaction for OTT Subscription Using Service Quality Framework

Abstract

Over the last few years, the digital technologies have grown at a rapid pace and have become a part of the daily lives of billions of people across the world. The advancements in the field of telecommunications and the availability of devices with enhanced capabilities have a major role to play in this growth. Numerous studies have also addressed and explained about this emerging trend in the entertainment and media industry in many parts of the world. Over-the-top services, commonly known as OTT, are delivered directly through a stable internet connection. Consumers are spending more time on the internet than ever before. The internet has become an essential part of their lives, and so is the usage of OTT. There has been a shift in the habits of consumers, particularly young consumers, between the age group of 16-34 years. For OTT players to continue and succeed further, a combination of ad-based models and subscription-based models seem viable. Here the authors have tried to understand the major factors responsible for the adoption OTT services among Indian consumers.