Journal articles: 'OTT PLATFORM'

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Kim, Hyunhee. "A plan to activate Korean OTT platform through French OTT platform policy analysis." Journal of Korea Culture Industry 22, no. 3 (September 30, 2022): 127–35. http://dx.doi.org/10.35174/jkci.2022.09.22.3.127.

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Vinod Rao, N., and R. Rajeshwari. "OTT as New Platform of Cinema Exhibition: Opportunities and Challenges for Kannada Films." Asian Review of Social Sciences 10, no. 1 (May 15, 2021): 48–51. http://dx.doi.org/10.51983/arss-2021.10.1.2681.

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COVID-19 pandemic has affected many areas including cinema exhibitions. Due to non-opening of cinema theatres film makers found the platform that is over-the-top (OTT). Before COVID-19 OTT was not able to compete with theatrical release. However, the pandemic situations changed the way of movie release through OTT platforms such as Netflix, Amazon Prime, Hot-star and others. The usage of OTT increased during the period of lockdown. According to Boston Consulting Group, subscriptions increased 60% and average watching hours increased to 14.5%. In the Kannada film industry, the well-known actor and producer Punith Rajkumar’s two films titled Law and French Biriyani were released on India's second largest OTT platform Amazon Prime during the lockdown period. In this context, this research tried to find prospects of Kannada film exhibition through OTT platform. The specific objectives are to explore the opportunities for releasing Kannada films through OTT, to study the challenges ahead in this way. The study used both quantitative and qualitative research methods. Online surveys conducted with structured questionnaires among 100 OTT users and in-depth interviews conducted among the people who are involved in film making from Kannada film industry to answer the research questions. This study would help filmmakers who are intended to release their film through OOT in future.

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Madnani, Divya, Semila Fernandes, and Nidhi Madnani. "Analysing the impact of COVID-19 on over-the-top media platforms in India." International Journal of Pervasive Computing and Communications 16, no. 5 (August 13, 2020): 457–75. http://dx.doi.org/10.1108/ijpcc-07-2020-0083.

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Purpose The outbreak of COVID-19 saw a robust increase in viewership of over-the-top (OTT) media platforms. This study aims to investigate the impact of COVID-19 on OTT platforms in India, as it has led to reshaping consumer content preferences. Design/methodology/approach The authors have conducted primary research by doing a survey and focus group discussion. The first study has focused on the impact of various factors such as time, content, convenience, satisfaction and work from home (WFH) on OTT platforms during the COVID-19 crisis and the second study has focused on change in behavior of people before and during lockdown using visual representation. Findings The findings of this study show that lockdown has played a major role in the increase in viewership of OTT platforms, as people working from home are also using OTT platforms more. The average hours spent on OTT have increased from 0–2 to 2–5 h and average spending that users are willing to make on OTT platforms is Rs 100–300 (per month). The satisfaction level of customers is directly related to space to watch with family, time to use OTT platforms, the quality of content on OTT platforms and preference of OTT platform over television. Also, factors such as age group, occupation, city and income groups also determine the usage of the OTT platform. Originality/value The main contribution of this paper is to analyze the customer needs that impact their satisfaction level.

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Sharma, Anil, and Hiren Harsora. "A STUDY ON PREFERENCES OF CONSUMERS TOWARDS INTERNATIONAL OTT PLATFORMS AND SUSTAINABILITY STRATEGY IN INDIAN MARKET." International Journal of Management, Public Policy and Research 2, SpecialIssue (January 29, 2023): 32–40. http://dx.doi.org/10.55829/ijmpr.v2ispecialissue.114.

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There are several social benefits generated by digital platforms, including facilitating inclusion. Communication services have been critical in accelerating the inclusion of marginalized users into formal systems, particularly for financial, health, and education services that are enabled by OTT providers. Using OTT platforms places a significant strain on energy resources, services providing music and video streaming have a far lower carbon footprint than traditional physical formats. Over The Top (OTT) industry is one of the fastest growing industries in the world. The usageofOTTplatformsinIndiahastremendouslyincreasedafterCOVID19.ThereasonsforthisismobilefriendlyandtheoriginalcontentthattheseOTTplatformsprovide.In India, big international players like Netflix entered and changed the entertainment industry making platform for more international as well as Indian OTT platforms. This study focuses on various international OTT platforms in India and their performance in Indian Market. The study attempts to identify current international OTT platform trends with reference to type of shows preferred by customers & investigate OTT platform success factors in India. The research concluded that majority of the people preferred Netflix, followed by Disney+ HotStar and Amazon Prime Video. The respondent’s shows liking towards OTT which focus more on Original Shows and Web Series which gets frequently updating list just like Netflix. It was also observed that Disney+ HotStaris more preferred as they of digital broadcasting partner for big cricket events like IPL and World Cup. The research concludes that localization of content, affordable pricing, high quality picture quality, strong distributorship partnership, good user experience and better after sales services are the major factor for success of international OTT in Indian Market.

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Kour, Gurpreet, and Bhavika Chhabria. "Understanding platform strategies for consumer stickiness on OTT platforms." Journal of Indian Business Research 14, no. 4 (November 24, 2022): 540–55. http://dx.doi.org/10.1108/jibr-04-2021-0122.

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Purpose Extant literature in Video on Demand (VoD) has taken the consumer perspective; however, the stakeholder perspective is largely neglected. This paper aims to fill this gap by understanding the strategies to enhance the experience and engage customers from the supplier’s point of view. The purpose of the study is to identify and analyse strategies adopted by over-the-top (OTT) platforms that ensure consumer loyalty in the VoD space. Design/methodology/approach Using a qualitative approach and inductive qualitative design, the authors interviewed 16 industry experts associated with OTT platforms in India and people handling various marketing-related positions. Data collected included topics related to industry landscape, the value created for a customer, consumer experience, engagement and platform stickiness. Thematic analysis was used to find meaningful semantic elements. Findings This study has found that consumer experience, content differentiation, consumer sense-making and engagement and platform extension as value enhancers as the key strategies been adopted in the Indian context, thereby leading to a platform’s stickiness. Research limitations/implications This research offers insights to policymakers of content, digital platforms, media practitioners and managers that are drawing consumers influenced by platform strategies. Practical implications This research provides insights to content policy makers, digital platform leaders, media practitioners, and managers who are influencing consumers through platform strategies. Social implications The research could help entrepreneurs and marketers understand the perspectives of stakeholders in the VoD industry in India. Originality/value The study encourages researchers to explore the concept of stickiness, which may or may not be equivalent to loyalty. It is important to focus on quality, frequency, and regular reminders to help customers return to the same platform in the short term.

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Navami P and Dr P. E. Thomas. "Understanding the Factors Lead to the Adoption of Content Localization Strategy by OTTP in India: A Review." International Journal of Scientific Research and Management 10, no. 05 (May 6, 2022): 19–23. http://dx.doi.org/10.18535/ijsrm/v10i5.com01.

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OTT, the new video streaming service in India has rapidly evolved over the last few years. Post Covid era forced the people to follow a new and different pattern of video consumption which accelerated the growth of OTT platforms. Unlike traditional TV, in the new platform content creators can communicate with their consumers directly through an internet interface which offers much ease viewing at one’s own convenient space and time. Changing demographics, growing internet penetration & data consumption, affordable smart phones, elevated the trend and later leads to cord-cutting phenomenon. However a close analysis of OTT platform shows that apart from the demographic and infrastructural changes success of the new video platform is primarily determined by the quality and variety of content delivered by the OTT media. To compete with the traditional TV and the emerging regional OTT platforms, content strategists adopt different innovative idea. This report is the overview of the factors that leads to the adoption of the content localization strategy by OTTP in India. The study also entails the opportunity of particular strategy.

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Hendra, Wahyu Oktana. "Konstruksi Heterotopia Pada Platform OTT Netflix." Urban: Jurnal Seni Urban 4, no. 1 (April 14, 2020): 29–42. http://dx.doi.org/10.52969/jsu.v4i1.62.

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The presence of the Netflix OTT platform in the film and television world has caused a shift in the film-watching ecosystem from cinemas to new alternative spaces for viewing. This paper will discuss the heterotopia construction that occurs on the Netflix OTT platform. The construction of heterotopia in this article will be discussed using the heterotopia approach initiated by Michel Foucault using qualitative descriptive analysis methods to analyze and disclose data as information media using field survey techniques and literature review. The results of the study show that the Netflix OTT platform space fulfills most of the heterotopia concept space proposed by Foucault. In addition, the various principles of heterotopia space that exist on the Netflix platform are also in line with Foucault’s views. Analysis of aspects of crisis and deviation, function, juxtaposition, time, place, and society shows that there is a relationship and affinity between real space and unreal space that complement each other and cannot be separated from one another on the Netflix OTT platform.Hadirnya platform OTT Netflix di dunia film dan televisi menyebabkan terjadinya pergeseran ekosistem menonton film dari bioskop ke alternatif ruang baru tempat menonton. Tulisan ini akan membahas konstruksi heterotopia yang terjadi pada platform OTT Netflix. Konstruksi heterotopia dalam artikel ini akan dibahas dengan pendekatan heterotopia yang digagas oleh Michel Foucault menggunakan metode analisis deskriptif kualitatif untuk menganalisis dan mengungkapkan data sebagai media informasi dengan teknik survei lapangan dan tinjauan pustaka. Hasil penelitian memperlihatkan bahwa ruang platform OTT Netflix memenuhi sebagian besar konsep ruang heterotopia yang digagas Foucault. Di samping itu, berbagai prinsip ruang heterotopia yang ada di platform Netflix juga selaras dengan pandangan Foucault. Analisis aspek crisis and deviation, function, juxtaposition, time, place, dan society memperlihatkan adanya hubungan dan pertalian antara ruang nyata dan ruang tidak nyata yang saling mengisi dan tidak dapat dipisahkan satu dengan lainnya yang terdapat di platform OTT Netflix.

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Hemalatha, Dr T. M., Mr Kishore Kumar. A, and Mr Sathish Kumar. S. "A Study on Customer Satisfaction on OTT Platforms during Covid19 Pandemic Period." International Journal for Research in Applied Science and Engineering Technology 10, no. 5 (May 31, 2022): 1742–45. http://dx.doi.org/10.22214/ijraset.2022.42072.

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Abstract: An Over-The-Top(OTT) platform is a virtual media carrier added immediately to audiences over the Internet. The agencies that traditionally function a controller or distributor of such content, along with cable, radio, and satellite TV for pc TV channels, are bypassed with the aid of using OTT. It's additionally been prolonged to no-service mobile phones, which invoice all communications as data, stopping monopolistic competition. OTT additionally refers to a brand new technology tv networks like traditional satellite tv for pc or cable TV carriers, provide stay streams of linear area of expertise channels over the Internet instead of a closed, non-public community of proprietary system like set-pinnacle boxes. The transition from conventional media to OTT platform, particularly because of COVID-19, has brought about a war among to draw streaming carriers and keep subscribers all through the lockdown duration. Hence this study is mainly focused on satisfaction of Consumer using OTT. Keywords: Customer engagement Covid -19-OTT platforms

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Dastidar, Raka Ghosh. "Pre and Post COVID-19 Sentiment Analysis of Consumers for OTT Platforms." Psychology and Education Journal 57, no. 9 (January 5, 2021): 6197–208. http://dx.doi.org/10.17762/pae.v57i9.2704.

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The entire media and entertainment industry are going through unprecedented changes in this age of digital disruption. The rise of the Over-The-Top (OTT) platform has transformed consumer experience and expectations. OTT players (Netflix, Amazon Prime Video, Hulu, Disney+, etc.) offer a wide array of diverse choices of content while enabling consumers to choose their content, watching time, and place independently. OTT platforms and digital media have already seen increasing popularity across locations and demographics. Adding to the momentum, due to the COVID-19 pandemic, social lives have shifted to online, people are restricted to their homes, so inclination towards OTT and digital media has accelerated significantly. Consumer behavior is undergoing profound change as the world adjusts to this new normal. This study aims to understand the changing consumer behavior towards the adaptation of the OTT platform during the COVID-19 pandemic.

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Kushwaha, Arvind. "THE CONSEQUENCE OF MOVIE THEATRE CLOSURES IN THE MIDST OF THE PANDEMIC." International Journal of Social Sciences & Economic Environment 6, no. 1 (June 30, 2021): 15–21. http://dx.doi.org/10.53882/ijssee.2021.0601003.

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Purpose: Subscribing to OTT (Over The Top) platforms and reading fictional or non-fictional books were two of the entertainment options examined in this study. Design/Research Methodology/approach: A total of 351 college graduate students participated in the study, which was performed in Mumbai. We employed regression, ANOVA, independent t test, and mean test. Findings: According to the findings, movie theatres posed as a stumbling block in the way of more OTT platform subscriptions. However, it did not encourage college graduates to read more fiction and nonfiction. Research Implications: OTT services have yet to reach folks who do not attend movies in theatres. OTT platforms may use offline advertising methods such as promotion events in malls or on motorways during this time. Furthermore, OTT platforms have yet to offer ethnically cultural programmes that may appeal to a college graduate of this type. Scope for future work / Research limitations: Only graduate students and a specified age range are included in the study. It is held in a city setting. Among the many options for amusement, the study chose only two. In the future, the study could be expanded by introducing more entertainment options. A post-pandemic investigation could yield a different conclusion. Originality/value: According to a survey of the literature, no research have looked at whether youths have stopped going to the movies. As a result, this research will assist determine whether youths are more likely to migrate to OTT platforms and forego movie theatre trips completely. Key Words: Fictional-non-fictional books, theatre, OTT Platform Paper type: Research paper

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Chang, Po-Chien, and Horng-Yan Chang. "Exploring the Factors Influencing Continuance Usage of Over-the-Top Services." International Journal of Technology and Human Interaction 16, no. 4 (October 2020): 118–38. http://dx.doi.org/10.4018/ijthi.2020100108.

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Over-the-top (OTT) TV services are pervasive in local and global markets. Compared with traditional media consumption, OTT platforms afford users more control over content selection at a cheaper price. However, discussions of OTT services are limited and do not reveal the antecedents and consequences of OTT use from individual perspectives. Therefore, this study developed an empirical model by integrating perceived interactivity, perceived value, satisfaction, and continuance usage. After collecting data from 230 OTT users, we confirmed most of the researcher's proposed hypotheses and that perceived platform interactivity is the most critical indicator of OTT use. OTT users may prefer interacting with content and the social community from a value perspective. Perceived interactivity and perceived value are strong indicators of satisfaction and continuance usage of OTT services. Implications for academics and practitioners are discussed.

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Habib, Sufyan, Nawaf N. Hamadneh, and Asif Hassan. "The Relationship between Digital Marketing, Customer Engagement, and Purchase Intention via OTT Platforms." Journal of Mathematics 2022 (April 14, 2022): 1–12. http://dx.doi.org/10.1155/2022/5327626.

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The Internet and digital technologies have grown exponentially and have become a part of billions of people’s daily lives around the world. Over-the-top (OTT) services are delivered directly over the Internet, providing customers access to films and TV series. In India, there has been a tremendous surge in the consumption of video material on OTT platforms. The significant growth in the digital marketing application in online businesses and its ability to engage customers has enhanced its importance. The emergence of the Internet and digital technologies has provided a modernized setting and a fertile ground for business organizations to reach millions of customers at affordable prices with effective and customized promotion content. The present study aims to investigate the relationship between digital media marketing (DMM), consumer engagement, brand image, and OTT platform purchase intention in the Indian context. The researchers will also investigate the mediating role of consumer engagement and brand image in mediating the relationship between digital marketing practices and OTT platform purchase intention. In a survey of 417 Indian consumers, it was found that there was no direct effect of DMM on the purchase intention of OTT platforms. In addition, there is a strong indirect effect through brand image and consumer engagement, supporting the hypothesis that brand image and consumer engagement mediate the relationship between DMM practices and the purchase intention of OTT platforms. Some of the managerial implications, limitations, and scope of future research are also presented in the study.

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Yook, Jung-Hak. "OTT Platform and Changes in the Film Industry." Journal of acting studies 26 (May 30, 2022): 165–80. http://dx.doi.org/10.26764/jaa.2022.26.9.

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Lim, Jongsoo. "Global OTT, the World of Platform Realism : OTT Epic Drama and Struggle of Homo Sacer." Communication Theories 19, no. 1 (March 31, 2023): 5–83. http://dx.doi.org/10.20879/ct.2023.19.1.005.

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Park, Young-Eun. "A study on the utilization of OTT platforms for ‘Sustainable Korean wave’ - Focusing on the Indonesian market." Korea Association Of Cultural Economics 26, no. 1 (April 30, 2023): 35–65. http://dx.doi.org/10.36234/kace.2023.26.1.35.

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Korean Wave (also known as Hallyu), which started from cultural content, has become a phenomenon and trend familiar to people worldwide. At the same time, Hallyu content is settling down as a major genre in the global market. In particular, as the ‘Corona-19’ pandemic period that put the world in crisis has passed, Korean Wave content is in the limelight as the most adaptable cultural content in the non-face-to-face era using the OTT platform. At this time, research on utilizing the OTT platform is essential in connection with the sustainability of the Korean wave. In this regard, through a case study, this study investigates how the OTT platform was used in the Indonesian market for the globalization of Korean Wave content and sustainable Korean Wave. In particular, through the two cases of <Descendants of the Sun> and <Extraordinary Lawyer Woo>, two Korean dramas that achieved the most tremendous success in the Indonesian market, it can compare how the platforms on which dramas were distributed before and after COVID-19 have changed. Therefore, this study suggests important and valuable insights into what kind of global strategies are needed in the areas of entertainment & media companies, governments, and consumption to create a sustainable Hallyu in the future.

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R, Harikrishnan, and Surendher R. "A Study on Youth Choice towards OTT Platform in Chennai." International Journal of Research Publication and Reviews 4, no. 8 (August 2023): 3213–17. http://dx.doi.org/10.55248/gengpi.4.823.52078.

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Gaonkar, Aishwary, Shreyansh Jain, Rohan Dowerah, Jaskiran Atwal, and Santoshkumar Dyavanpelli. "OTT vs. Cinemas: The Future Trend in the Movie and Entertainment Sector." International Journal for Research in Applied Science and Engineering Technology 10, no. 5 (May 31, 2022): 1200–1208. http://dx.doi.org/10.22214/ijraset.2022.42467.

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Abstract: With the internet speed and bandwidth growth along with the rise of smartphones, the content consumption behaviour has changed drastically in the late 2010s and early 2020s. With the ease of internet bandwidth availability, the OTT platforms like Netflix, Prime Video, Hotstar have eclipsed the cinemas and television networks. The purpose of this research is to understand the behaviour of movie and content watchers with respect to their preference of OTT over cinemas or vice-versa and predict how will it impact the future trends in the entertainment industry. In simple words, which platform has got a better future – OTT or Cinemas?

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Lee, Daun. "A Study on the Reproduction of Violence in Korean Drama: Focusing on TVING Original <Bargain>." Korean Society of Culture and Convergence 45, no. 5 (May 31, 2023): 611–21. http://dx.doi.org/10.33645/cnc.2023.05.45.05.611.

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This paper aims to pay attention to the situation in which Korean dramas that have recently moved to the OTT platform reproduce violence in a much more brutal way than before, and to examine in-depth the patterns and meanings of violence in dramas. Korean dramas take on different aspects before and after the emergence of OTT platforms and present new storytelling along with the changes in the times and the viewers. One such change is the 'reproduction of active violence'. <Bargain>,(TIVING, 2022) which showed considerable activity in reproducing violence, shows that the current society is an era of clear violence by showing a society where violence is recommended by capital logic and a person who is the subject and target of violence to become a survivor. In conclusion, it can be analyzed that the reason why <Bargain> and OTT platform dramas chose to pursue brutality and display violence excessively is to cause shock and immediate reaction from viewers.

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Kim, Hyunhee. "Current Status of Korean OTT Platform and How to Secure Competitiveness - Focusing on the OTT Policy." Journal of Digital Contents Society 24, no. 3 (March 31, 2023): 497–505. http://dx.doi.org/10.9728/dcs.2023.24.3.497.

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Singh, Mahima, and Akshaya Kumar. "A Critical Political Economy Perspective on Indian Television: STAR, Hotstar, and Live Sports Streaming." tripleC: Communication, Capitalism & Critique. Open Access Journal for a Global Sustainable Information Society 21, no. 1 (February 21, 2023): 18–32. http://dx.doi.org/10.31269/triplec.v21i1.1395.

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The Indian television industry is transforming via an increasing number of Over-the-Top (OTT) platforms. This shift from broadcast to OTT has given rise to research assessing the impact on the television ecosystem. With the case of Star Network, this study examines how the emergence of live sports streaming has affected the power dynamics in the sports broadcasting ecosphere. This study employs the Critical Political Economy framework to address the following question: How do television-based media conglomerates – and by extension television itself – negotiate the challenge of Internet-based digital media in India? Keeping the focus on sports live-streaming services, we study the transition from Star television network to Disney+ Hotstar, its corresponding OTT platform. We however argue that the Political Economy of Communication holds its ground despite the apparently disruptive promise of web-based platforms. Despite the Internet posing new challenges in terms of distribution networks, media conglomerates find a way to convert their dominance of the television industry into the OTT space.

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Kim, Junghwan, Seongcheol Kim, and Changi Nam. "Competitive dynamics in the Korean video platform market: Traditional pay TV platforms vs. OTT platforms." Telematics and Informatics 33, no. 2 (May 2016): 711–21. http://dx.doi.org/10.1016/j.tele.2015.06.014.

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Yadav, Ekta, Megha Goyal, Suman Ghalawat, and Joginder Singh Malik. "A Study on Consequences and Growth of OTT Platform using Factor Analysis and ANOVA." Indian Journal of Extension Education 59, no. 1 (2023): 92–95. http://dx.doi.org/10.48165/ijee.2023.59119.

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In the face of the global COVID-19 pandemic, the over-the-top service of new generic media continues its unbelievable flight. The availability of content, easy access to various shows, ease of use, and continuity of shows require users to subscribe to OTT video streaming. This study aims to pinpoint the factors that show the consequences & growth of OTT over the traditional medium and the effect of the consequences of the OTT platform on gender & occupation. With a sample size of 200, the data was gathered from primary sources utilizing convenience sampling and a semi-structured questionnaire. The data was analyzed by using factor analysis & ANOVA. Two main factors used in were Consequences of OTT (Factor 1) and OTT growth over traditional medium (Factor 2). The variations in factors 1 & 2 were 42.59 & 15.49 respectively. As per factor analysis, factor 1 was the most important and the Cronbach alpha values of 0.852 and 0.807 respectively, reveal the reliability of the two factors. Also, Analysis of Variance (ANOVA) shows that gender & occupation have a significant effect on the consequences of the OTT platform. The online consumption of content was also found to have several negative effects on the life style of the respondents.

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Puthiyakath, Hashim Hamza, and Manash Pratim Goswami. "Is Over the Top Video Platform the Game Changer over Traditional TV Channels in India? A Niche Analysis." Asia Pacific Media Educator 31, no. 1 (May 6, 2021): 133–50. http://dx.doi.org/10.1177/1326365x211009639.

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Since the outbreak of COVID-19 and the consequent national lockdown, the usage of over the top (OTT) platforms has significantly increased in India. The growing popularity of video streaming has made a substantial impact on the traditional TV channels during pandemic times. The purpose of this study is to examine the competition, coexistence and competitive superiority of OTT and TV in providing consumer satisfaction. The study adopted the niche theory to empirically measure the degree of gratification fulfilled by OTT and TV, the similarity between OTT and TV and the competitive superiority of OTT and TV across seven micro-dimensions of gratification. The data for the study has been gathered from 223 online users across India. The results of the study reflect that OTT provides a higher degree of satisfaction across all seven dimensions of gratification with the greatest difference manifested in the convenience dimension. The niche overlap measures indicated that the highest level of similarity between TV and OTT is in providing gratification in the relaxation dimension, whereas the least similarity was observed in the convenience dimensions. The competitive superiority of OTT surpassed TV in all dimensions with the greatest difference manifested in relaxation.

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Murthy, Shradha, D. R. Pallavi, Kartha Sunil Shivam, and Mittal Shyam. "The Effects of OTT Platforms on the Indian Film Industry." REST Journal on Data Analytics and Artificial Intelligence 2, no. 2 (June 1, 2023): 40–52. http://dx.doi.org/10.46632/jdaai/2/2/4.

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This empirical study tried to understand the effects of over-the-top (OTT) streaming platforms on the Indian film industry. The paper analyzes the impact of OTT on both users and technicians of the film industry, highlighting both positive and negative effects. The objective of the study is to explore the changes in the film industry because of the rise in OTT platforms. The methodology of the research involved sending a questionnaire to 100 individuals, which included both users and technicians of the Indian film industry. The sampling techniques used in the study were convenience sampling and snowball sampling. The data collected through the questionnaire was analyzed using statistical tools to get meaningful insights. The study found that the introduction of OTT platforms has led to a significant change in the Indian film industry. While it has provided a platform for small-budget films and new talent, it has also led to concerns about censorship and revenue loss for traditional distribution channels. The study also found that the viewing habits of users have changed, and they now prefer to consume content on their own terms, rather than following traditional schedules and methods. Overall, this study provides valuable insights into the effects of OTT platforms on the Indian film industry. The findings of this study can be used by industry to make informed decisions about the future of the film industry in the digital age.

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Zhang, Kaixuan, and Sangwon Lee. "An Examination of the User Intention of OTT Service by Pay TV Platform-in-Platform Method." JOURNAL OF THE KOREA CONTENTS ASSOCIATION 23, no. 1 (January 31, 2023): 93–104. http://dx.doi.org/10.5392/jkca.2023.23.01.093.

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Park, Sanghyun, and Jongoh Lee. "Effects of OTT Platform Original Content on Platform Brand - Focused on Netflix Original Contents -." JOURNAL OF THE KOREA CONTENTS ASSOCIATION 22, no. 11 (November 30, 2022): 548–60. http://dx.doi.org/10.5392/jkca.2022.22.11.548.

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Kaitharath, Thankachan Jose, and Shruti Nirmal. "Contemporary relevance of OTT platforms in the entertainment world with special reference to Indian cinema industry." Journal of Management Research and Analysis 9, no. 4 (December 15, 2022): 187–90. http://dx.doi.org/10.18231/j.jmra.2022.036.

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OTT platforms has increased craze in the youth and the larger audience attention due to variety in the content which focus not only on entertainment but also on the information. The major factors contributing the rise of the video streaming platforms are subscription with heavy discounts for the unlimited content, many content based work in the films in the form of documentaries in which information is given in an entertaining way. Another factor helped is the increased usage of smartphones and internet availability in the country. One of the spices of OTT is the web series which is a very trending program format. This study was carried on by the observation method, focus group study & the interview method of the research. The generalized conclusion the researcher got was that the people are more inclined to the OTT platform contents due to the ample of time available to them during COVID-19 pandemic, which worked as an inclined habit into people’s routine.

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Viswanathan, Kanimozhi, and Madhesh Durairaj. "OTT & Media Consumption Pattern and Its Impact on Psychological Wellbeing among Gen Z." RESEARCH HUB International Multidisciplinary Research Journal 10, no. 4 (April 30, 2023): 50–56. http://dx.doi.org/10.53573/rhimrj.2023.v10n04.008.

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This study investigates the media consumption pattern among Gen Z People, with a sample size of 149 people. The aim of the research is to gain insights into their media consumption pattern and their psychological wellbeing. The study employs a quantitative research approach, utilizing surveys as the primary data collection method. The survey questionnaire includes measures related to social media platform, OTT platform they use, device they use which are key dimensions to understand their media consumption pattern. The sample size of 148 people ensures a sufficiently diverse representation of different age group, educational background and geographical locations. Data analysis involved descriptive statistics, such as means, frequencies, and percentages, to provide an overview of psychological wellbeing. Additionally, inferential statistics, such as correlation and regression analysis, is conducted to identify any relationships between media consumption pattern and their psychological wellbeing. there is no adequate law, guidelines, or regulations; therefore, the content exhibited on these platforms is uncontrolled. Several petitions have been made in courts trying to limit the information published on these platforms, such as Amazon and Netflix. No rule or authority is in place to pre-screen material on OTT services. In 2021, the Indian government issued new standards called the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, which attempt to control digital media and OTT services but do not address contemporary societal demand.

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Nata, Christopher, Ferdi Antonio, and Monika Monika. "How viewing experience drives moviegoers on over the top platform: Investigating the patronized intention." Innovative Marketing 18, no. 1 (March 12, 2022): 168–80. http://dx.doi.org/10.21511/im.18(1).2022.14.

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The emerging market of over the top (OTT) streaming platform has evolved the movie industry to a new challenge. Providing moviegoers with a good viewing experience is critical for success in the highly competitive OTT market. This study aimed to examine the antecedent of the viewing experience in the context of the OTT platform and the mediating role of viewing experience toward behavioral intentions in Indonesia. In conjunction with the viewing experience, this study also includes social media exposure and fear of missing out (FOMO) to predict behavioral intentions. PLS-SEM method was used to analyze the empirical data gathered through purposive sampling. A total of 438 eligible samples were obtained through a questionnaire distributed online. The results indicate that viewing experience is mainly influenced by movie attributes. Viewing experience also mediates behavioral intentions with an R-squared value of 0.629, indicating a strong effect. The theoretical and managerial implications of the study results are discussed. The study also aimed to ascertain how sound viewing experience, social media exposure, and fear of missing out predicts the intention to recommend movies, intention to recommend platforms, and intention to continue subscribing. Lastly, this study assessed which antecedent of viewing experience has the most significant impact on forming a good viewing experience.

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OKUMUŞ, M. Sami. "THE AUDIENCE STRUGGLE BETWEEN TELEVISION, CINEMA, AND OTT PLATFORMS: THE CASE OF NETFLIX AND DISNEY+ IN TURKEY." Turkish Online Journal of Design Art and Communication 13, no. 1 (January 1, 2023): 108–23. http://dx.doi.org/10.7456//11301100/008.

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This study examines the actions of Netflix and Disney+, two of the most popular global brands among the many OTT platforms that continue their broadcasts based on domestic and foreign companies with a significant number of users worldwide and especially in Turkey after 2016. In this regard, as a result of the breakthroughs, strategies, and subscription numbers between Netflix, which started broadcasting in Turkey in January 2016, and Disney+, which started broadcasting in June 2022, it is questioned which platform is the spotlight for what reason and to what extent, and the main reflection of this OTT structure on cinema and television is examined. As the trends towards digital entertainment on a global scale changed and gained momentum as of 2020, the revenues in this sector increased by 31% and reached 61.8 billion dollars. This corresponds to a 26% increase compared to 2019, and OTT platforms worldwide reached 1.1 billion online subscribers. In 2020, the revenues of these platforms increased by 32% compared to the previous year, reaching 24.7 billion dollars. Considering that only Netflix shares are traded on the stock exchange with a value of over $60 billion, the growth rates are seen. The extent and direction of the growth of Netflix, which has 220.67 million users by 2022, and Disney+, which has 221.1 million users, as the leading corporations in this sector is the main issue of this study. This study aims to conclude by discussing the position of OTT platforms in the world and Turkey, the systemic and global structuring of these platforms during the COVID-19 pandemic, and the findings on the similarities or differences between Netflix and Disney+ in Turkey, following the transformations of the compulsory or optional audience perspective in the media and entertainment sector in recent years. Although there are many news and academic studies on Netflix today, since this study is about Disney+, which is a relatively new platform, it is aimed at pioneer studies on this subject, which has not yet been addressed comprehensively.

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Park, Sanghyun, and Jongoh Lee. "Effects of Sensation Seeking Tendency on Binge-watching OTT Contents." Academic Association of Global Cultural Contents 55 (May 31, 2023): 37–54. http://dx.doi.org/10.32611/jgcc.2023.5.55.37.

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The OTT platform, which shows explosive growth, enables users to watch autonomously and actively compared to existing media. This study examined the influence relationship surrounding binge-watching, which is emerging as a characteristic viewing behavior of the OTT platform. As individual users' psychological tendencies are emphasized as an important factor in determining binge-watching, the influence on binge-watching behavior, attitude, and future viewing intention was verified through the psychological variable of sensation seeking. A path analysis was conducted based on the response of a total of 300 people, adult men and women in their 20s and 30s who usually do binge-watching to verify research problem and hypothesis. As a result of this study, it was found that thrill and adventure seeking among sensation seeking, has a positive effect on viewing frequency, the experience seeking has a positive effect on viewing intensity, and the disinhibition has a positive effect on pre-planning. The frequency of binge-watching, the intensity of watching, and the pre-planning variables, all has a positive effect on the attitude of binge-watching. In addition, the study was identified that significant effect of the binge-watching behavior and attitude on the future binge-watching intention. The result of this study is expected to be useful data to increase the level of understanding of OTT platform users and establish marketing strategies.

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Meena, Ashok Kumar. "Online Entertainment: OTT." RESEARCH REVIEW International Journal of Multidisciplinary 7, no. 1 (January 20, 2022): 109–11. http://dx.doi.org/10.31305/rrijm.2022.v07.i01.015.

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There are dozens of OTT services providers and apps in India today that have changed the face of traditional entertainment. Its webseries plays an important role in establishing the OTT platform. who helped set it up. OTT is a service based on the Internet that provides audio and video content to the customer, some OTT services are free, all other apps charge their customer annual / quarterly / quarterly or monthly fee, but this fee is only as much as a person visiting the multiplex Spends on watching a movie and having refreshments in the middle. In such a situation, it is imperative to increase the prevalence of OTT. Abstract in Hindi Language: भारत में आज दर्जनों ओटीटी सेवाएं प्रदान करने वाली कम्पनियां और ऐप्स हैं जिन्होंने पारम्परिक मनोरंजन का चेहरा बदला है। ओटीटी प्लेटफॉर्म को स्थापित करने में अहम रोल इसकी वेबसीरीज़ का है। जिन्होंने इसे स्थापित करने में मदद की है। ओटीटी इन्टरनेट पर आधारित वह सेवा है जो ग्राहक को ऑडियो और वीडियो कंटेन्ट उपलब्ध कराती है कुछ ओटीटी सेवा निःशुल्क हैं बाक़ी सारी एप्स अपने ग्राहक से वार्षिक/छमाही/तिमाही या मासिक शुल्क लेती हैं मगर ये शुल्क सिर्फ़ इतना होता जितना एक व्यक्ति मल्टीप्लेक्स में जाकर एक फ़िल्म देखने और मध्यान्तर में जलपान करने पर ख़र्च करता है। ऐसी स्थिति में ओटीटी का प्रचलन बढ़ना अवश्यम्भावी है। Keywords: इंटरनेट, मीडिया, ओटीटी, मनोरंजन, मोबाइल, टीवी, सिनेमा।

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Xu, Xiaobing, and Rong Chen. "Competition, Cooperation, and Pricing: How Mobile Operators Respond to the Challenge of Over-The-Top." International Journal of Marketing Studies 7, no. 6 (November 30, 2015): 1. http://dx.doi.org/10.5539/ijms.v7n6p1.

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<p>Considering the threats from OTT (Over-The-Top) services, this paper examines whether the mobile operator should charge OTT services access fees and how to. By using a dynamic-gaming process, we find that: 1) under non-cooperative strategy, the mobile operator would charge OTT a mobile Internet access fee, which is positively correlated to OTT platform’s future commercial value and the price of direct communication service, and negatively correlated to the indirect communication service price. 2) under cooperative strategy, the OTT service price that the joint venture charges end users is negatively correlated to OTT platform’s future commercial value. 3) despite choosing cooperative or non-cooperative strategy, the pricing of mobile operator’s direct communication service has a negative correlation with OTT platform’s future value and a positive correlation with the platform’s quality; while the pricing of the indirect communication service is positively correlated to platform’s future value and negatively correlated with the platform quality.</p>

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Lee, Yeon-Su, Ye-Seul Lee, Hye-Rim Jang, Soo-Been Oh, Yong-Ik Yoon, and Tai-Won Um. "Prediction of Content Success and Cloud-Resource Management in Internet-of-Media-Things Environments." Electronics 11, no. 8 (April 18, 2022): 1284. http://dx.doi.org/10.3390/electronics11081284.

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In Internet-of-Media-Things (IoMT) environments, users can access and view high-quality Over-the-Top (OTT) media services anytime and anywhere. As the number of OTT platform users has increased, the original content offered by such OTT platforms has become very popular, further increasing the number of users. Therefore, effective resource-management technology is an essential aspect for reducing service-operation costs by minimizing unused resources while securing the resources necessary to provide media services in a timely manner when the user’s resource-demand rates change rapidly. However, previous studies have investigated efficient cloud-resource allocation without considering the number of users after the release of popular content. This paper proposes a technology for predicting and allocating cloud resources in the form of a Long-Short-Term-Memory (LSTM)-based reinforcement-learning method that provides information for OTT service providers about whether users are willing to watch popular content using the Korean Bidirectional Encoder Representation from Transformer (KoBERT). Results of simulating the proposed technology verified that efficient resource allocation can be achieved by maintaining service quality while reducing cloud-resource waste depending on whether content popularity is disclosed.

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Kim, Inki, and Mingoo Kang. "Design of Smart OTT Platform based on the Analysis of Adaptive Buffering." Journal of Internet Computing and Services 17, no. 4 (August 31, 2016): 19–26. http://dx.doi.org/10.7472/jksii.2016.17.4.19.

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Lee, Sangwon, Seonmi Lee, Hyemin Joo, and Yoonjae Nam. "Examining Factors Influencing Early Paid Over-The-Top Video Streaming Market Growth: A Cross-Country Empirical Study." Sustainability 13, no. 10 (May 19, 2021): 5702. http://dx.doi.org/10.3390/su13105702.

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This study examines the factors influencing early paid Over-The-Top (OTT) video streaming market growth in 50 countries. The results of the panel data analysis suggest that Netflix’s market entry, traditional pay TV market size, broadband infrastructure, and OTT platform competition contribute to the early market growth of paid OTT video streaming services, such as subscription video-on-demand (SVOD) services. The results also reveal that the traditional pay TV subscription market and the paid OTT video streaming market initially grow together in many countries. However, the findings also reveal a negative association between the market entry of Netflix and the subscription revenue growth rate of traditional pay TV services. The results of this study suggest industry and policy implications for paid OTT video streaming market growth and the sustainable development of the media industry.

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Rahul Mahajan, Santosh Kumar Gautam. "Cinema in the World of OTT and the Ethics of Visual Representation in a Fictional World." Proceeding International Conference on Science and Engineering 11, no. 1 (February 18, 2023): 1473–98. http://dx.doi.org/10.52783/cienceng.v11i1.301.

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Research has revealed that during the Corona Pandemic almost a thousand single screen theatres shut down for good in India. Meanwhile, a huge surge was seen in the viewership of OTT platforms. Producers who could not release their films in theatres sold their films to OTTs instead; and this trend has continued even in the post-pandemic environ. It is believed that this growth in the popularity of streaming platforms is facilitated by the bolder content that OTTs offer, raising several ethical dilemmas for both viewers and the government over censorship issues. A survey conducted by this researcher amongst more than 350 young students across Delhi, Haryana, Rajasthan and Uttar Pradesh revealed that 47.5% of the respondents (311) go only once a year to watch a film in a cinema hall, while 14.3% do not go to a film theatre at all. On the other hand, among the same set of respondents, 13.2% watch a film every day, 38.5% watch every week and 40.8% every month on an OTT platform. 51.3% of the youth who responded to the survey also revealed that the explicit scenes of nudity and violence in OTT content, does not bother them. There is however also the view shared with this researcher by Jyotsana Garg, an advisory panel member of the Central Board of Film Certification, who says that the present guidelines enacted to regulate OTTs in India are not adequate; as the foul language, nudity and violence in OTT content will negatively impact the youth, and there is a need for greater censorship. The moral compass is obviously divergent between the youth and policy makers. In conclusion, there are contrary ethical standards and many dilemmas surrounding visual representations in the fictional world of cinema and OTT, especially with OTTs showcasing bolder content and threatening the very survival of cinema halls.

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Lim, Jinsol, Hyeon-Gi So, and Hyo-Jung Oh. "OTT Platform User Interest Analysis through Buzz Analysis: Based on Twitter Data." Journal of Digital Contents Society 23, no. 5 (May 31, 2022): 837–45. http://dx.doi.org/10.9728/dcs.2022.23.5.837.

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Lee, Tae-Kyu. "A Study on the Development of K-OTT Platform - Focused on [Squid Game] -." Journal of acting studies 26 (May 30, 2022): 55–68. http://dx.doi.org/10.26764/jaa.2022.26.3.

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Parpinelli Constâncio, Felipe, Gabriel Sodré Belém, and Karla Klahold de Souza Biscaro. "An index to measure the engagement of Globoplay users - Globo's OTT Platform." SET INTERNATIONAL JOURNAL OF BROADCAST ENGINEERING 2019, no. 1 (August 1, 2019): 32–37. http://dx.doi.org/10.18580/setijbe.2019.4.

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Rhee, Sung-Hyun, Jong-Kuk Shin, and Jea-Hun Kim. "Effect of OTT Service Platform Characteristics on Relationship Benefits and Customer Satisfaction." Korean-Japanese Economic and Management Association 92 (August 31, 2021): 87–103. http://dx.doi.org/10.46396/kjem.92.7.

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Banerjee, Shourini, Najwa Hameed, and Akil Sukumar. "Female power in women centric tamil films on ott platform amazon prime." Mass Communicator: International Journal of Communication Studies 15, no. 1 (2021): 27–32. http://dx.doi.org/10.5958/0973-967x.2021.00004.1.

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Rhee, Sung-Hyun, Jong-Kuk Shin, and Jae-Hun Kim. "Effect of OTT Service Platform Characteristics on Relationship Benefits and Customer Satisfaction." Korean-Japanese Jounal of Economics and Management Studies 92 (August 31, 2021): 87–103. http://dx.doi.org/10.46396/kjem..92.7.

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Lee, Yongseol, and Gongsook Kim. "Contents IP Strategy to Enhance Competitiveness of Global OTT Platform: Based on the Cases of Game Platform Market." Academic Association of Global Cultural Contents 43 (May 30, 2020): 145–64. http://dx.doi.org/10.32611/jgcc.2020.5.43.145.

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Udoakpan, Nokuphiwa, and Robertson Khan Tengeh. "The Impact of Over-the-Top Television Services on Pay-Television Subscription Services in South Africa." Journal of Open Innovation: Technology, Market, and Complexity 6, no. 4 (November 10, 2020): 139. http://dx.doi.org/10.3390/joitmc6040139.

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Globally, developments and innovations in television technology, including the launch and growth of over-the-top television services (OTT TV), have affected traditional pay-TV operators’ ability to grow a subscriber base and retain existing customers. Despite attempts made by the Independent Communications Authority of South Africa (ICASA) to ascertain the impact of the OTT TV on pay-TV services, the results have remained inconclusive. In the absence of a comprehensive assessment and credible evidence, this paper sought to ascertain the impact that OTT TV services have on traditional pay-TV services in South Africa. A quantitative research method was adopted using a non-probability sampling technique for data collection. A total of 391 responses were collected utilising an online survey questionnaire and analysed using descriptive statistics on IBM® SPSS® version 26. The main findings of the study showed that OTT TV services are a complementary service to pay-TV services as opposed to a substitute. Low-income earners are using free/paid mobile applications to consume TV content, and for those who have neither OTT TV nor pay-TV services, free-to-air services are the preferred platform for TV consumption. This study benefits all stakeholders in digital media and business strategy, as well as marketing students.

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Lee, Yeon W., Hwy-Chang Moon, and Wenyan Yin. "Innovation process in the business ecosystem: the four cooperations practices in the media platform." Business Process Management Journal 26, no. 4 (July 6, 2020): 943–71. http://dx.doi.org/10.1108/bpmj-11-2019-0473.

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PurposeThe main purpose of this research is to construct a generalized set of innovation processes that occur at the ecosystem level based on the academic research. The study analyzes the cultural and creativity-driven over-the-top (OTT) platform that encompasses diverse network of ecosystem members by utilizing the four cooperation practices.Design/methodology/approachThis study begins with the literature review that discusses various topics related to ecosystem (e.g. service innovation, innovative ecosystem). Then, this study introduces a new conceptual framework that describes how cooperations occur in the ecosystem. Finally, a qualitative and explorative case study of the OTT platforms in the global context is conducted.FindingsThe application of the framework reveals how co-innovative business ecosystems demonstrate co-evolution through different structures and directions. An ecosystem can evolve by incorporating other industries (i.e. horizontal growth or broadening strategy) to deepen and broaden the industry integration.Originality/valueAs an explorative approach that opens the discussion on how co-innovation and co-evolution occur at the ecosystem level, particularly in the culture and creativity-driven industry, the value of this research extends to other similar industries where diverse actors such as technology firms, Internet firms, direct consumers, government and even the society impact the type of product and service and shape the evolution of the entire ecosystem.

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Hong, Moonki. "A Study on OTT (Over-the-Top) Services and Double-sided Market Platform Business Strategy." Journal of Speech, Media & Communication Research 20, no. 1 (February 28, 2021): 177–213. http://dx.doi.org/10.51652/ksmca.2021.20.1.6.

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Choi, Jin, Jun Sik Park, and Seong Ho Lee. "Development of OTT platform service usage prediction model and exploration of determinants using Machine Learning." Korean Corporation Management Review 30, no. 1 (February 28, 2023): 139–62. http://dx.doi.org/10.21052/kcmr.2023.30.1.139.

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Kong, Fan Jia, Lei Xu, and San Xing Cao. "Design and Implementation of Open Platform for the Multi-Screen Applications." Applied Mechanics and Materials 631-632 (September 2014): 1007–10. http://dx.doi.org/10.4028/www.scientific.net/amm.631-632.1007.

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Under the background of multi-screen fusion, Omni Media has become an important trend with the development of information services. This paper focuses on the design and implementation of Open Platform for the Multi-screen Applications. By building the open platform based on the UICreator, we support for third-party developers to access and provide the SDK development. Using the interfaces we provided, they can develop business presentation quickly for the new equipment and the platform, including Smart Phone, Pad, Broadband Interactive TV, IPTV and OTT TV. The API documentation of Open Platform will be synchronized regularly and automatically, and it is convenient to maintain.

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Choi, Ye-Ji, and Yunho Ji. "A plan to activate screen tourism according to the growth of OTT platform." Journal of Tourism Enhancement 11 (January 31, 2023): 21–38. http://dx.doi.org/10.35498/kotes.2023.se1.21.

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Journal articles on the topic 'OTT PLATFORM'

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