Key Factors Influencing Users’ Adoption Towards OTT Media Platform:
Technological advancement is prevailing in every device to make the user experience satisfying. In the telecommunication services, everyday advancements are reshaping the way of providing the service to the customers. With the insertion of internet in telecommunication, a new form of online video platform has emerged i.e. Over-the top (OTT) Media Platform. OTT media platform allows the providers to use the internet to broadcast video content. The major providers such as Netflix, Amazon Prime, Hotstar, Voot, etc. have forecasted and identified the changing media usage pattern and also the significance of internet-based services. This transformation brings a very important matter in hand to understand that “what factors are there which makes the user adopt OTT media platform over Traditional media platform?”. Various studies have been there which studied that whether the online platform is a replacement for traditional Media platform. However, the perception of the users has never been considered, that represent how users perceive this new technology and what will be their Technology adoption towards OTT media platform. Therefore, the present research will focus on the users’ adoption towards OTT media platform. An empirical study, which included 500 users from Tri-city area comprising of Chandigarh, Mohali and Panchkula, was conducted using a structured questionnaire. Structural Equation Modelling method was applied to analyse the data. The major findings of the study show that Customisation, Content quality, perceived enjoyment and user interface were the most vital factors that affects the user adoption towards OTT media platform. Furthermore, three factors i.e. perceived ease of use, perceived usefulness and compatibility were not found to have any significant association with the adoption among the users towards OTT media platform.