Title: What stimulates users to demand 'on demand streaming'?

Authors: Satinder Kumar; Nazia Taneja

Addresses: School of Management Studies, Punjabi University Patiala, Punjab, India ' School of Management Studies, Punjabi University Patiala, Punjab, India

Abstract: The concept of over-the-top (OTT) ever since introduced has caught the eyes of viewers and changed the dynamics of television (TV) consumers. Consumer behaviour with regard to visual entertainment has drastically changed. The aim of this paper is to review existing literature on the stimulating factors persuading intention to purchase OTT, impacting media and culture industries. Relevant articles on OTT were searched in online databases using keywords like OTT platforms, digital streaming, binge-watching motivations, and subscription video on demand. In this SLR, 37 admissible articles were selected for review and identified five core factors, viz., convenience, content, recommendation reminders, technology and binge watching, that affected the consumer's decision. The study will assist OTT service providers in better understanding the cognitive decision-making process of consumers and also formulate effective marketing strategies for lucrative outcomes.

Keywords: over-the-top platforms; OTT; subscription video on demand; SVOD; digital streaming; binge watching motivations; cultural form; visual entertainment.

DOI: 10.1504/IJASS.2023.135720

International Journal of Applied Systemic Studies, 2023 Vol.10 No.4, pp.296 - 314

Received: 16 Aug 2022
Accepted: 08 Dec 2022
Published online: 03 Jan 2024 *

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