The Next Click
Factors Driving Ott Platform Adoption
Bibliographic Data
| ID | 22197641 |
|---|---|
| Authors | Nilrajsinh Vaghela (Gujarat Technological University), Kerav Pandya (Gujarat Technological University) |
| Year | 2024 |
| Volume | 5 |
| Issue | 1 |
| Publication date | 2024-01-31 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | ShodhKosh: Journal of Visual and Performing Arts (JOURNAL) |
| Journal identifiers | ISSN: 2582-7472 • E-ISSN: 2582-7472 |
| Publisher | Granthaalayah Publications and Printers (PUBLISHER • IN) |
| DOI | 10.29121/shodhkosh.v5.i1.2024.3195 |
| OpenAlex | W4405386764 |
| Language | EN |
| References cited | 21 |
In India, OTT services have grown exponentially, changing the entertainment and media scene. OTT adoption in India is examined in this article, including its drivers, trends, and consequences. This research synthesises academic literature, industry reports, and empirical investigations to identify OTT adoption drivers in India. These include inexpensive cellphones, increased internet connectivity, rising disposable incomes, and customer desires for on-demand entertainment. Researcher have use variables of UTAUT model which is technology adoption model to identify the intention to adopt OTT platform
Business · Computer Science · Sharing Economy and Platforms · Technology Adoption and User Behaviour · Transportation and Mobility Innovations
| Highly cited | No |
|---|