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Factors affecting consumers’ willingness to subscribe to over-the-top (OTT) video streaming services in India

Author

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  • Nagaraj, Samala
  • Singh, Soumya
  • Yasa, Venkat Reddy

Abstract

The introduction of Over-the-Top (OTT) video streaming services through national and international providers like Netflix, Amazon Prime, etc. has changed consumer behaviour towards entertainment subscription. The study aims to identify the reasons for subscribing and not subscribing to OTT services. The main objective is to test the factors affecting consumers' OTT subscription decisions.

Suggested Citation

  • Nagaraj, Samala & Singh, Soumya & Yasa, Venkat Reddy, 2021. "Factors affecting consumers’ willingness to subscribe to over-the-top (OTT) video streaming services in India," Technology in Society, Elsevier, vol. 65(C).
    • Handle: RePEc:eee:teinso:v:65:y:2021:i:c:s0160791x21000099
    DOI: 10.1016/j.techsoc.2021.101534
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    References listed on IDEAS

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    1. Soren, Anup Anurag & Chakraborty, Shibashish, 2023. "The formation of habit and word-of-mouth intention of over-the-top platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    2. Meena, Rahul & Sarabhai, Samar, 2023. "Extrinsic and intrinsic motivators for usage continuance of hedonic mobile apps," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    3. Villanueva Orbaiz, María Luisa & Arce-Urriza, Marta, 2024. "The role of active and passive resistance in new technology adoption by final consumers: The case of 3D printing," Technology in Society, Elsevier, vol. 77(C).
    4. Park, Subin & Lee, Jongsu & Kim, Junghun, 2024. "Exploring the fittest choice model for consumer preference analysis on over-the-top service," Technology in Society, Elsevier, vol. 76(C).
    5. Lim, Chulmin & Kim, Seongcheol, 2023. "Why do Korean users intend to subscribe to global OTT service through their local IPTV service?," Telecommunications Policy, Elsevier, vol. 47(4).
    6. Saurabh Verma & Sunil Kumar Yadav, 2023. "The Antecedents of Consumer Satisfaction Toward OTT Platforms During COVID-19 Lockdown in India," Jindal Journal of Business Research, , vol. 12(1), pages 30-43, June.
    7. Liu, Yang & Park, Younggeun & Wang, Huizhong, 2025. "The mediating effect of user satisfaction and the moderated mediating effect of AI anxiety on the relationship between perceived usefulness and subscription payment intention," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    8. Kim, Yanghee & Oyunbold, Bodibold & Roh, Taewoo, 2024. "Capturing OTT users in an emerging market: Insights on quality of OTT service and behavioral intentions through extended technology acceptance model," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    9. Tsai, Pei-Hsuan & Tang, Jia-Wei & Ou, Mei-Ling, 2024. "Applying the extended UTAUT-2 to assess the factors contributing to consumers’ usage intention towards over-the-top video streaming platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    10. Butt, Asad Hassan & Ahmad, Hassan, 2026. "AI-driven unmanned convenience stores: Transforming retail with innovation and experiential quality," Technology in Society, Elsevier, vol. 84(C).
    11. Adib, Saif Ahmed & Mahanti, Aniket & Naha, Ranesh Kumar, 2021. "Characterisation and comparative analysis of thematic video portals," Technology in Society, Elsevier, vol. 67(C).
    12. Deepti Sinha & Sachin Sinha & Nidhi Phutela & Priya Grover, 2024. "OTT Enchantment: Decoding the Secret of Millennial’s Subscription Intentions," International Review of Management and Marketing, Econjournals, vol. 14(6), pages 119-130, October.
    13. Soren, Anup Anurag & Chakraborty, Shibashish, 2024. "Adoption, satisfaction, trust, and commitment of over-the-top platforms: An integrated approach," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    14. Agarwal, Reeti & Mehrotra, Ankit & Sharma, Veenu & Papa, Armando & Malibari, Areej, 2023. "Over-the-top (OTT) retailing in the post pandemic world. Unveiling consumer drivers and barriers using a qualitative study," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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