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Title: Understanding adoption factors of over-the-top video services among millenial consumers
Authors: Dasgupta, Sabyasachi
Grover, Priya
Keywords: content
Issue Date: 1-Jan-2019
Publisher: International Journal of Computer Engineering & Technology (IJCET),
Citation: Dasgupta, S. & Grover, P. (2019)Understanding adoption factors of over-the-top video services among millenial consumers. International Journal of Computer Engineering & Technology (IJCET), Vol 10, Issue 1, 61-71
Abstract: With growing digitization, the challenge for marketers is to understand how consumers consuming Over-The –Top (OTT) content adopt and consume messages in this format effectively. Superimposing the theoretical framework of Uses and Gratification meant for television to internet platform, this paper in a novel approach tries to understand the consumption patterns and adoptability factors of OTT among consumers. The qualitative methodology adopted for this research, brought out four themes enabling the success of this platform: Convenience, mobility, content and subscription strategies. These strategic parameters will ensure higher engagement levels of the consumers for the OTT content
Description: na
ISSN: 0976-6367
Appears in Collections:JGU Research Publications

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