OTT Enchantment: Decoding the Secret of Millennial’s Subscription Intentions
This study explores the factors that affect intention and choices of millennials for subscription of Over-The-Top (OTT) platforms. The study involved a mixed-methods approach, involving exploratory and descriptive design. The outcome of the study showed that there is a profound impact of demogra...
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| Format: | Article |
| Language: | English |
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EconJournals
2024-10-01
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| Series: | International Review of Management and Marketing |
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| Online Access: | https://mail.econjournals.com/index.php/irmm/article/view/17110 |
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| author | Deepti Sinha Sachin Sinha Nidhi Phutela Priya Grover |
| author_facet | Deepti Sinha Sachin Sinha Nidhi Phutela Priya Grover |
| author_sort | Deepti Sinha |
| collection | DOAJ |
| description |
This study explores the factors that affect intention and choices of millennials for subscription of Over-The-Top (OTT) platforms. The study involved a mixed-methods approach, involving exploratory and descriptive design. The outcome of the study showed that there is a profound impact of demographic variables on the subscription intention. Results also indicated that factors like convenient navigation, information seeking, and binge- watching impacted respondents’ attitudes towards purchasing OTT subscriptions. Moreover, factors like relaxation and voyeurism impacted respondents’ attitudes towards continuing OTT subscriptions. The research findings will be helpful for OTT companies to implement new distribution strategies with mobile operators to launch novel services like mobile-only packs and sachet pricing and thereby increase their user base. The study contributes significantly in understanding the viewership and subscription patterns of millennials. The study is exclusively an original contribution of the authors.
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| format | Article |
| id | doaj-art-486fa6e2dcdc4d19bacdaccc1746a992 |
| institution | Kabale University |
| issn | 2146-4405 |
| language | English |
| publishDate | 2024-10-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj-art-486fa6e2dcdc4d19bacdaccc1746a9922025-02-06T01:06:10ZengEconJournalsInternational Review of Management and Marketing2146-44052024-10-0114610.32479/irmm.17110OTT Enchantment: Decoding the Secret of Millennial’s Subscription IntentionsDeepti Sinha0Sachin Sinha1Nidhi Phutela2Priya Grover3Christ University, Bengaluru, IndiaChrist University, Bengaluru, IndiaSymbiosis Centre for Management Studies, Noida, Symbiosis International (Deemed University), Pune, IndiaSymbiosis Centre for Management Studies, Noida, Symbiosis International (Deemed University), Pune, India This study explores the factors that affect intention and choices of millennials for subscription of Over-The-Top (OTT) platforms. The study involved a mixed-methods approach, involving exploratory and descriptive design. The outcome of the study showed that there is a profound impact of demographic variables on the subscription intention. Results also indicated that factors like convenient navigation, information seeking, and binge- watching impacted respondents’ attitudes towards purchasing OTT subscriptions. Moreover, factors like relaxation and voyeurism impacted respondents’ attitudes towards continuing OTT subscriptions. The research findings will be helpful for OTT companies to implement new distribution strategies with mobile operators to launch novel services like mobile-only packs and sachet pricing and thereby increase their user base. The study contributes significantly in understanding the viewership and subscription patterns of millennials. The study is exclusively an original contribution of the authors. https://mail.econjournals.com/index.php/irmm/article/view/17110OTT, Subscription Intention, Purchase Intention, Continuance Intention, U&G Theory, Millennials |
| spellingShingle | Deepti Sinha Sachin Sinha Nidhi Phutela Priya Grover OTT Enchantment: Decoding the Secret of Millennial’s Subscription Intentions International Review of Management and Marketing OTT, Subscription Intention, Purchase Intention, Continuance Intention, U&G Theory, Millennials |
| title | OTT Enchantment: Decoding the Secret of Millennial’s Subscription Intentions |
| title_full | OTT Enchantment: Decoding the Secret of Millennial’s Subscription Intentions |
| title_fullStr | OTT Enchantment: Decoding the Secret of Millennial’s Subscription Intentions |
| title_full_unstemmed | OTT Enchantment: Decoding the Secret of Millennial’s Subscription Intentions |
| title_short | OTT Enchantment: Decoding the Secret of Millennial’s Subscription Intentions |
| title_sort | ott enchantment decoding the secret of millennial s subscription intentions |
| topic | OTT, Subscription Intention, Purchase Intention, Continuance Intention, U&G Theory, Millennials |
| url | https://mail.econjournals.com/index.php/irmm/article/view/17110 |
| work_keys_str_mv | AT deeptisinha ottenchantmentdecodingthesecretofmillennialssubscriptionintentions AT sachinsinha ottenchantmentdecodingthesecretofmillennialssubscriptionintentions AT nidhiphutela ottenchantmentdecodingthesecretofmillennialssubscriptionintentions AT priyagrover ottenchantmentdecodingthesecretofmillennialssubscriptionintentions |