Journal articles: 'OTT STREAMING'

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Malewar, Sonali, and Shweta Bajaj. "ACCEPTANCE OF OTT VIDEO STREAMING PLATFORMS IN INDIA DURING COVID -19: EXTENDING UTAUT2 WITH CONTENT AVAILABILITY." Journal of Content Community and Communication 12 (December 31, 2020): 89–106. http://dx.doi.org/10.31620/jccc.12.20/09.

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The paper aims at identifying factors that stimulates the customers to adopt and use OTT video streaming platforms in India by applying unified theory of acceptance and use of technology 2 (UTAUT2) model. The study has also attempted to check the moderation effect of age, gender, experience. The study uses a questionnaire to gather the primary data of 277 users of OTT video streaming platforms of India as respondents. The data was examined using SmartPLS 3.3.2 software. The key drivers of adopting and using OTT video streaming platforms are performance expectancy, price value, habit and content availability. The study approves the relevance of UTAUT2 model in the present context. The study also explains the moderating effect of gender, experience and age in UTAUT2 model constructs with respect to OTT video streaming platforms. The market of OTT platforms in India is growing tremendously and is projected to gain the momentum in coming years. Thus, it is imperious to comprehend the behavioral intention of consumers. The outcomes of the study will help the managers in comprehending and devising different strategies for consumers of OTT video streaming platforms. The study is first ever attempt to the best understanding of research to observe the acceptance of OTT video streaming apps using UTAUT2 model.

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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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Azevedo, Carlos Henrique Almeida José e. "Regulation of Subscription-based Video Streaming Over-The-Top platforms in Brazil." Law, State and Telecommunications Review 12, no. 2 (October 12, 2020): 133–71. http://dx.doi.org/10.26512/lstr.v12i2.34715.

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Purpose ”“ This paper proposes an enforced self-regulation model for the regulation of video streaming OTT services in Brazil. The proposed model seeks to presents itself as an alternative to the existing regulatory asymmetry in which Cable TV and its similar are regulated through Law no. 12,485 while Video Streaming OTT services are provided to the public without any regulatory burden. Methodology ”“ Through a literature review of the Responsive Regulation Theory, this paper presents a proposed model to the regulation of Video Streaming OTT platforms in Brazil based on the enforced self-regulation model as described by Ayres and Braithwaite. Findings ”“ Considering the Brazilian legal environment and the successful use of negotional legal tools, an enforced self-regulation model for Video Streaming OTTs arises as a feasible alternative for the current regulatory asymmetry between such services and Cable TV. Originality ”“ In an unprecedented manner in Brazil, this paper proposes an enforced self-regulation model as an alternative to the regulation of video streaming OTT services in Brazil. The relevance of such research lays upon the notorious success of such platforms in the Brazilian market and upon the current worldwide debate on the regulation of OTT services.

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Prihantoro, Edy, and Asyifa Aulia Handayani. "Streaming Media Over The Top (OTT) di Masa Pandemi COVID-19." Jurnal Ilmu Komunikasi 20, no. 3 (December 30, 2022): 382. http://dx.doi.org/10.31315/jik.v20i3.7276.

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Aktivitas streaming film dan serial di Indonesia meningkat saat pandemi COVID-19. Hal ini menyebabkan penyedia layanan media Over The Top (OTT) khususnya pada kategori streaming audio video dituntut untuk lebih memperhatikan kebutuhan dan keinginan konsumen jika ingin tujuan perusahaan tercapai. Penelitian ini bertujuan untuk menguji variabel keterlibatan konsumen (X1), variabel kualitas pengalaman layanan (X2), dan variabel gaya hidup (X3) memiliki pengaruh terhadap variabel kesediaan berlangganan media OTT (Y) di masa pandemi COVID-19. Metode penelitian yang digunakan adalah kuantitatif dengan Teori Determinisme Teknologi. Populasi dalam penelitian ini adalah masyarakat Kota Jakarta yang menggunakan media OTT pada kategori streaming audio video yang jumlahnya tidak diketahui secara pasti dengan teknik pengambilan sampel terpilih 100 orang. Data yang digunakan untuk penelitian ini diperoleh dengan cara menyebarkan kuesioner secara online. Analisis data dilakukan dengan metode Partial Least Square (PLS) menggunakan software SmartPLS versi 3.0. Hasil penelitian menunjukkan bahwa masing-masing variabel memiliki pengaruh secara parsial ataupun simultan terhadap kesediaan berlangganan media OTT di masa pandemi COVID-19. Kontribusi penelitian ini memberi masukan kepada para penyedia media layanan OTT dan juga sebagai referensi bagi penelitian selanjutnya mengenai faktor-faktor yang dapat memengaruhi seseorang untuk berlangganan media OTT.

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Lee, Hyejin, and Donghun Chung. "Streaming Stick Usability Comparison Test." Journal of the Korea Society of Digital Industry and Information Management 11, no. 4 (December 30, 2015): 129–41. http://dx.doi.org/10.17662/ksdim.2015.11.4.129.

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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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Vagdevi H. S. "Content Consumption in Streaming Frenzy Milieu: An Analysis Among College Students in Mysuru." Proceeding International Conference on Science and Engineering 11, no. 1 (February 18, 2023): 1578–88. http://dx.doi.org/10.52783/cienceng.v11i1.308.

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Until 2010 when Netflix became a reality no one imagined that a DVD rental company would change the entire consumption pattern upside down (Shantharaju S & Vagdevi H S, 2021). The culture it created prompted many to follow the suit including Disney Plus (Disney +), e-commerce tycoon Amazon (Prime), homegrown Alt Balaji, and others. Over-The-Top (OTT) platforms offer everything from the Latin American Narco-history with an addictive dramatic plot, series of belongingness with subjects dealing with nationalism & patriotism, content on sex & lust, to the nauseating portrayal of chauvinism weave an everlasting TV series. Probably, without the infrastructure and user interface, OTT platforms wouldn't have been so popular (Michael Samuel, 2017). With the diverse content and available and affordable technology, thanks to the pandemic there have been a skyrocketing growth of OTT subscribers from 32 million in 2019 to 62 million in 2020 (exchange4media,2020), and still growing strong. The lockdown saw a clear shift from traditional media to OTT platforms (Gupta & Singharia, 2021). Today, India has 40 OTT platforms, and it is one of the fastest-growing OTT markets (PwC Report,2020). With government push to digitization coupled with cheap mobile data, increasing mobile population and most importantly rural penetration of the internet (business insider report, 2021) has all influenced the growth of OTT platforms as well. With two OTT providers in 2012 to 40 plus as of today, the OTT revolution has come a long way in India (NASSCOM, 2020). The induced growth of OTT due to the pandemic has also led to questions on the content that is been viewed on these platforms. A conflict that questions, the content vis-à-vis the crass outright representation of the subjects and their influence. According to industry reports in 2021, students have made the biggest contributions to OTT consumption. It is necessary to understand how these content influences aspects of the individual. Many recent studies (Gupta & Singharia, 2021; Nijahwan & Dahiya, 2021) concentrate the research on emerging consumer consumption patterns and changing behavior and habits. The current research is an empirical study on the growing influence of content among college students in the Mysuru region. The study analyses the psychographic influence of content consumption using a structured questionnaire.

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Confido, Jemy Vestius, and Angelita Patricia Komala. "Urgensi Lex Specialis Dalam Pelaksanaan Over The Top (OTT) Video Streaming Di Indonesia [Urgency of Lex Specialis in the Implementation of Over The Top (OTT) Video Streaming in Indonesia]." Jurnal Hukum Visio Justisia 2, no. 2 (April 12, 2023): 101. http://dx.doi.org/10.19166/vj.v2i2.6285.

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In the last few decades, technology has evolved rapidly and this has led to the changes of people’s behavior, including the way of enjoying videos. Video streaming Over The Top (OTT) as part of the digital services, which is currently becoming popular, is video streaming services that enable viewers to enjoy movies or TV shows through the Internet such as Netflix, Disney+HotStar, Amazon Prime Video, Hulu, Mola, HBO GO/NOW, YouTube and Vidio. The traditional/conventional TV methods like cable or satellite TV shall follow the Law Number 32 of 2002 concerning Broadcasting (Broadcasting Law). According to Article 1 Paragraph (2) of the Broadcasting Law, broadcasting shall be defined as the activity of broadcasts and/or transmission on land, at sea, or in space by using a radio frequency spectrum by air, cable, and/or other media to be received simultaneously and concurrently by the public using broadcast receiving equipment. However, OTT Services which are Internet-based broadcasting is not considered as part of the "broadcast" category in the Broadcasting Law and consequently the application of lex specialis principle should be considered. The objective of this research is to analyze the regulations pertaining to video streaming services which are part of OTT services in Indonesia and to identify legal vacuum according to the principles of legal certainty and justice. This research study uses normative legal research methodology by conducting examination on the positive law (ius positum). The conclusions of this research identify that Article 1 Paragraph (2) of the Broadcasting Law does not include the OTT Services which are Internet-based broadcasting and subsequently there is no comprehensive regulation in Indonesia to govern OTT services to obtain legal certainty and therefore the arrangement and its implementation must be prepared.Bahasa Indonesia Abstrak: Dalam beberapa dekade terakhir, teknologi telah berkembang secara cepat dan hal ini telah membawa perubahan pada perilaku masyarakat termasuk dalam menikmati layanan video. Layanan Over The Top (OTT) video streaming sebagai bagian dari layanan digital yang saat ini populer merupakan layanan video streaming yang menyediakan akses kepada film atau acara TV melalui Internet seperti Netflix, Disney+HotStar, Amazon Prime Video, Hulu, Mola, HBO GO/NOW, YouTube dan Vidio. Metode TV tradisional/konvensional seperti kabel atau satelit TV tunduk kepada Undang-Undang Nomor 32 Tahun 2002 tentang Penyiaran (UU Penyiaran). Menurut Pasal 1 ayat (2) UU Penyiaran, penyiaran diartikan sebagai aktivitas memancarkan dan/atau mentransmisikan di darat, laut, atau udara dengan menggunakan spektrum frekuensi radio di udara, kabel dan/atau media lainnya untuk diterima secara serentak dan bersamaan oleh masyarakat dengan menggunakan perangkat penerima. Namun demikian, layanan OTT yang berbasis Internet tidak dapat dikelompokkan sebagai bagian dari penyiaran dalam UU Penyiaran sehingga perlu dipertimbangkan penerapan asas lex specialis. Tujuan dari penelitian ini adalah untuk menganalisis regulasi terkait layanan video streaming yang merupakan bagian dari layanan OTT di Indonesia serta untuk menemukan kekosongan hukum sesuai dengan prinsip-prinsip kepastian hukum. Penelitian ini menggunakan metode normative legal research dengan melakukan pengkajian pada hukum positif (ius positum). Kesimpulan dari penelitian ini mengindikasikan bahwa Pasal 1 ayat (2) UU Penyiaran tidak mencakup layanan OTT yang berbasis Internet sehingga bisa disimpulkan bahwa belum ada regulasi yang komprehensif di Indonesia untuk mengatur layanan OTT demi terciptanya kepastian hukum sehingga peraturan dan implementasinya perlu disiapkan.

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Kim, Seongcheol, Hyunmi Baek, and Dam Hee Kim. "OTT and live streaming services: Past, present, and future." Telecommunications Policy 45, no. 9 (October 2021): 102244. http://dx.doi.org/10.1016/j.telpol.2021.102244.

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Gupta, Anjali. "Language or S-language in Indian Web Series." International Journal for Research in Applied Science and Engineering Technology 11, no. 3 (March 31, 2023): 2282–87. http://dx.doi.org/10.22214/ijraset.2023.49977.

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Abstract: Web series and online streaming content has become an integral part of everyday life. Web series and online streaming platforms have seen a great hike in the recent years in India; they have already pretty much replaced the television in western countries, and India is not far behind. Since the last decade, India has also seen a boom in web series and online streaming content produced in the country. The millennials have become glued to the OTT platforms which have led to many big companies like Amazon, Netflix, SonyLIV, Hotstar, zee5, MX Player, Eros Now and a host of like companies to invest heavily in regional content to increase the content variety and diversity. The race to create more content to attract viewers has resulted in major decline of the quality of content or rather has led to compromise of the value-added content in Indian web series on OTT platforms. This research paper consists of analysis of the content of various Indian web series and online steaming content on platforms like YouTube, Amazon, Netflix, SonyLIV, Hotstar, and MX Player etc. This research article examines the language being used in Indian web series with a focus on obscenity and vulgarity. The analysis shows that the content in Indian web series across various OTT platforms irrespective of the genre is obscene, and abusive in terms of the verbal and visual language. The article recommends an in-depth study on the relationship between vulgarity in the online streaming content and its impact on the audience

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Akopyan, A. R., A. M. Arakelyan, Yu V. Vorontsova, and V. V. Krysov. "Mechanisms for promoting audiovisual works on foreign OTT services." Vestnik Universiteta, no. 2 (April 5, 2022): 170–76. http://dx.doi.org/10.26425/1816-4277-2022-2-170-176.

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Recently, there has been an increase in the number of companies seeking to create digital platforms. Developing and investing in their own original content has opened up the opportunity for Russian services and companies to promote it on foreign platforms, gaining access to new markets and increasing attractiveness for potential foreign investors. The cultural content transmission works on the principle of streaming, which continuously delivers individualised information to the user via the Internet. Domestic OTT services, unlike TV channels, have not yet decided on their positioning. Platforms do not focus on individual segments, but on a variety of content that has a potential viewer. This strategy is aimed at attracting the maximum number of new subscribers. The emergence of streaming services has brought with it new opportunities for producers from various countries. In order to effectively promote audiovisual content, the authors justified and selected criteria for conducting a comparative analysis of mechanisms for promoting audiovisual works on foreign OTT services so that the company could choose the most appropriate one for itself.

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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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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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Kurniawan Sihombing, Agung, Rika Ratna Permata, and Tasya Safiranita Ramli. "Comparison of Digital Copyright Protection on Over the Top (OTT) Streaming Content Media in Indonesia and the United States." PADJADJARAN Jurnal Ilmu Hukum (Journal of Law) 8, no. 2 (2021): 183–212. http://dx.doi.org/10.22304/pjih.v8n2.a2.

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In the rapid technological development, physical boundaries have begun to disappear. The internet has created a ‘free culture’. In addition, the era is challenging the copyright concept along with the emergence of ‘digital copyright’. It has become the main commodity of Over-the-Top services providing means of communication and entertainment through the internet. Content streaming service like Netflix uses films, as well as other cinematographic works, as its main commodities. OTT Streaming media helps to protect copyright holders' rights that previously have been violated by illegal streaming sites on the internet. Unfortunately, it also raises a new question: how digital copyright-objects can be protected in this kind of service. Without physical form, copyright object can be distributed easily on the internet, and it may lead to right violations. To answer this problem, the authors aim to describe the digital copyright protection on OTT Streaming Content Media in Indonesia and compare them to the 1998 Digital Millennium Copyright Act (DMCA) of the United States of America using a descriptive-analytical approach. This study employed a normative juridical approach with secondary data. The results of this study indicate that digital copyright protection in Indonesia is still centered on conventional copyright objects, and a sui generis law is needed to provide better protection for digital copyright objects.

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Hutchins, Brett, Bo Li, and David Rowe. "Over-the-top sport: live streaming services, changing coverage rights markets and the growth of media sport portals." Media, Culture & Society 41, no. 7 (August 20, 2019): 975–94. http://dx.doi.org/10.1177/0163443719857623.

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The growth of over-the-top (OTT) Internet and mobile video streaming services is a major development in the distribution, transmission and consumption of global media sport. Heavily capitalised services such as Tencent Video, DAZN and Amazon Prime Video are intervening in coverage rights markets and changing how live sport is experienced and shared across television, computer, game console, tablet and smartphone screens. This article identifies and analyses six defining characteristics of OTT live sport streaming, and outlines three services (Tencent Video, DAZN and Amazon Prime Video) that operate across Asia, the United Kingdom, Europe, the Americas and Australasia. Its argument is that, first, live sport streaming is a key means by which television content and practices are escaping the boundaries of broadcast media, while also continuing to perpetuate the logics of television coverage and viewing practices. Second, drawing on Amanda D. Lotz’s conceptualisation of portals, it is proposed that these services are establishing new norms concerning how media sport is accessed and curated and, as such, their arrival signals a historic shift in the global marketplace for sport coverage rights and the media systems through which live content circulates.

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Ghalawat, Suman, Ekta Yadav, Mohit Kumar, Neelam Kumari, Megha Goyal, Amita Girdhar, and Subodh Agarwal. "Factors Influencing Consumer’s Choice of Streaming Over the top (OTT) Platforms." Indian Journal of Extension Education 57, no. 03 (2021): 99–101. http://dx.doi.org/10.48165/ijee.2021.57323.

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Karunakaran, Rajarathi, Selvabaskar S, Karthik Ram M, and Guhan R. "Examining New Media Consumption from the standpoint of OTT Streaming Services." Petra International Journal of Business Studies 6, no. 1 (June 30, 2023): 92–101. http://dx.doi.org/10.9744/petraijbs.6.1.92-101.

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The study deals with consumer behavior in consuming OTT media streaming services in India. Nine variables of motivations such as Relaxation, Companionship, Habit, Pastime, Entertainment, Social interaction, Information, Arousal, and Escape are studied, which affect the intention to continue to subscribe to these services. Tools such as frequency analysis, One Way ANOVA, and Regression analysis are used to study the demographic characteristics, levels of motivation, differences between the demographic factors and variables of motivation, and the effect of variables of motivation on intention to continue subscription studied, respectively. The sample size was 309. Entertainment was the variable with the highest level of motivation. Except for Entertainment and Escape, all the variables significantly differed in different demographic groups concerning Gender, Age, and Education. Relaxation, Companionship, Habit, Information sharing, and Escape have been found to have a significant relationship with the intention to continue the subscription.

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Gupta, Garima, and Komal Singharia. "Consumption of OTT Media Streaming in COVID-19 Lockdown: Insights from PLS Analysis." Vision: The Journal of Business Perspective 25, no. 1 (February 1, 2021): 36–46. http://dx.doi.org/10.1177/0972262921989118.

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In light of the current ecosystem of technological advancements in telecommunication and enhanced capability of devices, the present work brings to the fore the changes in consumers’ media consumption. The shift from conventional media to over-the-top (OTT) media, particularly in the lockdown period due to the COVID-19, has resulted in a war between streaming service providers to attract and retain customers. In the light of this change, the present study conducts partial least squares structural equation modeling (PLS-SEM) analysis to examine the impact of two key antecedents, namely, customer engagement (CE) and quality of service experience (QoSE) for their impact on users’ willingness to continue and subscribe (WCS) streaming services in future. The paper also delves into the indirect role of satisfaction and habit in affecting the aforesaid linkages. With the world facing the impact of the pandemic, the implications emerging from the study present an opportunity to the providers of OTT platforms to capitalize on the perceived change to the best of their advantage.

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Haina, Musafirah, and Asep Hermawan. "Anteseden Brand Loyalty pada Layanan Berlangganan Over The Top (OTT) Berbasis Video Streaming." JIIP - Jurnal Ilmiah Ilmu Pendidikan 5, no. 8 (August 1, 2022): 2867–76. http://dx.doi.org/10.54371/jiip.v5i8.764.

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Penelitian bertujuan untuk menguji dan menganalisis pengaruh brand experience, customer engagement, emotional brand attachment, dan brand love sebagai anteseden bagi brand loyalty pada industri layanan berlangganan Over the Top (OTT) berbasis video streaming. Prosedur pengambilan sampel yang digunakan untuk mengumpulkan data yang relevan adalah dengan penggunaan kuesioner dan menggunakan metode purposive sampling. Penelitian ini dilakukan terhadap 320 responden yang merupakan pengguna aktif layanan berlangganan Over the Top (OTT) berbasis video streaming dalam enam bulan terakhir. Data dianalisis menggunakan metode SEM (Structural Equation Modelling) dan AMOS (Analysis of Moment Structure). Hasil pengujian menunjukkan bahwa brand experience berpengaruh positif terhadap customer engagement, tetapi tidak berpengaruh terhadap brand love. Temuan penelitian ini juga menunjukkan bahwa customer engagement berpengaruh positif terhadap brand loyalty. Selain itu, penelitian ini juga membuktikan bahwa emotional brand attachment berpengaruh positif terhadap brand love. Terakhir, ditemukan bahwa brand love berpengaruh positif terhadap brand loyalty. Melalui penelitian ini, dapat diketahui pentingnya bagi manajer layanan ini untuk mengembangkan strategi mempertahankan loyalitas konsumen. Tidak hanya dari segi kualitas konten dan aplikasi, tetapi juga bagaimana cara untuk bisa membuat konsumen merasakan brand sebagai identitas yang tidak tergantikan.

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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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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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Ujjwal, Ms Neha. "To Analyze the Factors Responsible for the Shift in Viewing Patterns of Gen Y & Z from Traditional Modes of Entertainment to Online Streaming Platforms." International Journal for Research in Applied Science and Engineering Technology 9, no. VI (June 20, 2021): 1841–46. http://dx.doi.org/10.22214/ijraset.2021.35422.

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: The Viewing Patterns of General population has witnessed numerous changes over the years though television has been one of the most popular means for delivering entertainment to the public but now with the introduction of various Online Streaming Platforms and changing viewing patterns of Generations Y & Z there are huge growth prospects for all the competing Over-The-Top (OTT) Platforms as well. This Research is a novel attempt to understand the factors responsible for the shift in the viewing patterns of Gen Y & Z from traditional modes of entertainment to online streaming platforms. This study also highlighted that the brand awareness & visibility plays a vital role in influencing the decision of the consumers to choose amongst various available online streaming platforms. Although, the usage of traditional modes of entertainment has been declining, it would still be difficult to conclude that online streaming platforms will completely replace the traditional modes of entertainment in the Indian society in the near future.

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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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Gupta, Shanu, and Ranu Tomar. "What Drives the User’s Continuous Usage Intention of OTT Video Platforms? Identifying the Role of Cognitive Absorption and Perceived Usefulness With the Impact of OTT Content on it." International Journal of Professional Business Review 8, no. 4 (April 5, 2023): e01494. http://dx.doi.org/10.26668/businessreview/2023.v8i4.1494.

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Purpose: This study aims to understand the user’s holistic experiences and beliefs about using OTT video platforms. The study adopts the concept of Cognitive Absorption with the impact of OTT content on it to test the user’s perceived usefulness and continuous usage intention of OTT platforms. Theoretical Framework: The study utilizes cognitive absorption theory along with all its five dimensions in a two-stage hybrid model and tests its overall validity and reliability using partial least square-structural equation modeling. Design/ Method/ Approach: The study employs a primary data collection methodology in which a survey has been carried out on the respondents who are already active users of OTT platforms. Data has been collected through questionnaires from the young IT professionals working at Noida (NCR). Findings: The results of the study confirmed that the user’s continuous usage intention of OTT platforms is strongly influenced by cognitive absorption and perceived usefulness with the impact of content on it. Research Practical and Social Implications: The study adds significant knowledge to the academic world for utilizing cognitive absorption in the field of OTT. The findings enhance our understanding that Content is one of the most successful attributes of OTT video streaming technology in determining the user’s continuous intention. It provides valuable feedback to the OTT content creators to focus more on the user’s needs and expectations of the content. Originality/ Value: The proposed research model is the first-ever attempt to examine the impact of Cognitive Absorption affecting the user’s perceived usefulness and continuous intention to adopt OTT.

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Hossain, S. M. Imran. "A Study on Over-the-Top (OTT) Video Streaming Platforms in Bangladesh." Advances in Journalism and Communication 10, no. 03 (2022): 355–76. http://dx.doi.org/10.4236/ajc.2022.103021.

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S, Shantharaju. "Declining Bargain Power: Streaming, Production, and Entertainment Labour." Artha Journal of Social Sciences 19, no. 3 (December 10, 2020): 21–35. http://dx.doi.org/10.12724/ajss.54.2.

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The fluidity of time and space, diverse collection, and personalized recommendations of streaming (OTT players) would mean a lot to a viewer looking for instant entertainment. On the other hand, such transitions from traditional viewing platforms pose a diverse challenge to everyone involved in entertainment productions. The remote select button is replaced with a scrolling option, but the difference is in the platform's 'thinking' or analytical algorithm, which was not part of traditional TV or Cinema hall. This global shift might be beneficial to a few and yet, lowers the number of personnel involved in productions. This is a conceptual paper looking into the interaction between streaming and the entertainment industry labour.

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Perdices, Daniel, Jorge E. López de Vergara, Paula Roquero, Carlos Vega, and Javier Aracil. "FlexiTop: a flexible and scalable network monitoring system for Over-The-Top services." Network Protocols and Algorithms 9, no. 3-4 (February 18, 2018): 136. http://dx.doi.org/10.5296/npa.v9i3-4.12488.

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Nowadays, the demand of Over-The-Top (OTT) services such as multimedia streaming, web services or social networking is rapidly increasing. Consequently, there is a wide interest in studying the quality of these services so that Internet Service Providers (ISP) can deliver the best experience to their clients.For this purpose, we present FlexiTop, a flexible and scalable system to actively monitor these OTT services, which allows an operator to obtain metrics with a limited resource usage. Due to the continuous evolution of OTT services, this system was designed with different approaches that can be extrapolated to future situations.By looking at the results, the proposal meets all the expectations and requirements and therefore it proves its success. The proposed design was implemented and validated with different alternatives whenever it was possible, both in wired and wireless networks. Moreover, long-time testing was performed to both ensure its stability and analyze the obtained data.

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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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Lee, Hae Sung. "Switzerland’s referendum on «Lex Netflix» and its implications of the regulatory framework for OTT(Over-the-top) service providers." Wonkwang University Legal Research Institute 38, no. 2 (June 30, 2022): 151–65. http://dx.doi.org/10.22397/wlri.2022.38.2.151.

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Switzerland guarantees a system that allows its people to express and validate their opinion on relevant laws through the submission of a referendum when deemed necessary. In 2021, both chambers (the National Council and the Council of States) imposed an obligation for streaming platforms to invest in local Swiss cinema. With this new law, not only video streaming service providers based in Switzerland but also those abroad would have to re-invest 4% of their gross revenues generated in Switzerland in Swiss independent film creation. In addition, the law introduced a quota system requiring at least 30% of the offered catalogue to be made up of European cinema productions. In May 2022, a referendum against this draft bill was initiated by the referendum committee due to consumer opposition As a result, more than half of the amendment voted in favour of the amendment, and the revised film law will come into force in 2024. In the recommendation, the referendum committee expresses its opinion against the law and stipulates whether it originally was the logic of regulatory approval by the regulators and against regulations imposed by consumers. As a result, consumers’ benefits and welfare, which remained up to now unclear, can be verified through actual cases, and the regulatory differences for the same service provider in Switzerland and in Korea can be highlighted. We examine the implications of such platform regulations by looking at Switzerland, which regulates the obligation to reinvest in the local film industry to protect cultural diversity and content comptetitiveness, and Korea, which requires the obligation to stabilize services for network quality.

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Izquierdo-Castillo, Jessica, and Teresa Latorre-Lázaro. "Presencia y liderazgo de la mujer en el audiovisual: el impacto de las plataformas streaming." Estudios sobre el Mensaje Periodístico 27, no. 3 (June 28, 2021): 867–77. http://dx.doi.org/10.5209/esmp.72877.

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El sector audiovisual español presenta una elevada masculinización y todavía son minoritarias las producciones de liderazgo femenino en cine y televisión. Esta investigación busca observar cómo la rápida consolidación de las plataformas streaming y la intensificación de su política de producción en los mercados nacionales puede inferir en esta realidad. El objetivo es averiguar qué impacto generan estos nuevos operadores sobre la empleabilidad y el liderazgo de las mujeres dentro de la industria española. Con este propósito, se estudian las plataformas over de top (OTT) internacionales con producción propia que operan en España. Se analiza la diversidad en las estructuras laborales, por ámbitos de especialización y por niveles de responsabilidad tomando como muestra las producciones españolas originales estrenadas hasta principio de 2020. Los resultados muestran un ligero impacto positivo de las OTT sobre la empleabilidad de la mujer en la industria audiovisual, en un sector que, no obstante, continua altamente masculinizado.

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Muhammad Alfinka Dwiana Putra Pamuji, Daru Purnomo, and Seto Herwandito. "ANALYSIS OF THE MOTIVES AND LEVEL OF SATISFACTION OF USERS OF VIDIO.COM AS STREAMING MEDIA IN INDONESIA." International Journal of Social Science 2, no. 6 (April 28, 2023): 2435–52. http://dx.doi.org/10.53625/ijss.v2i6.5584.

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This research is entitled "Analysis of the Satisfaction Level of Vidio.com Users as Streaming Media in Indonesia" and has the purpose of measuring the level of satisfaction of Vidio.com users. In disruption era 4.0, which allows technology to develop rapidly resulting in all forms of change. For example, there is a transition from the usage of television to streaming media or Over-The-Top (OTT) such as Vidio.com. Vidio.com is an OTT service, that offers content delivery directly to consumers who are number 1 in Indonesia. This research uses descriptive quantitative research methods with the theory applied, which is Uses and Gratifications, measured by the motive of use and the motive of satisfaction which can be measured by the motive of need. With 400 respondents, the majority of age between 19-34 years old and domiciled in Jakarta, the research found that the motives of personal integration and social integration provided satisfaction to Vidio.com users. With GS < GO values, the results are 9.8100 < 9.8925 for personal integration and 9.6875 < 9.7850 for social integration. This indicates that Vidio.com has not been able to provide satisfaction to its users because three of the five existing motives have not been fulfilled.

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Kwak, Dongchul, and Minjung Kim. "Trade Negotiations in the Digital Era: The Case of OTT Video Streaming Services." Global Policy 11, S2 (June 2020): 14–22. http://dx.doi.org/10.1111/1758-5899.12819.

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Benito García, José María. "De la guerra del streaming a la guerra de las ventanas." VISUAL REVIEW. International Visual Culture Review / Revista Internacional de Cultura Visual 10, Monográfico (February 1, 2023): 1–21. http://dx.doi.org/10.37467/revvisual.v10.4604.

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El objetivo de este trabajo es presentar la estructura del mercado de las principales plataformas de contenidos en streaming y de sus inversiones en contenidos, así como detectar las estrategias de difusión de contenidos y de estrenos de películas de cuatro de las cinco “majors” de Hollywood actualmente existentes que han añadido a sus conglomerados de medios sus propias plataformas OTT: Warner con HBO Max y Discovery+; Disney con Disney+, Hulu y SPN+; Paramount con Paramount+ y Pluto TV; y Universal con Universal+ y Peacok.

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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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Peng, Shin-yi. "GATS and the Over-the-Top Services: A Legal Outlook." Journal of World Trade 50, Issue 1 (February 1, 2016): 21–46. http://dx.doi.org/10.54648/trad2016004.

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Over-the-Top (OTT) services refers to content delivery through an Internet platform; hence, an OTT application is any service that provides a product over the Internet and bypasses traditional distribution. Examples of OTT services may include chat applications (e.g., WhatsApp, Line, WeChat) and streaming video services (e.g., Netflix, Apple TV).This article is of the view that, based on the GATS jurisprudence, it is at least arguable whether OTT voice and messaging services fall under the GATS definition of Computer and Related Services. This article also suggests that the OTT TV, in the case that a Member did not base its “audiovisual services” schedules on the CPC and makes no reference to CPC codes, should fall under section 2. D. of W/120 as the use of a different medium to provide a service did not create a new service. In addition, with respect to the vertical competition between “infrastructure” and “content,” there is a “disconnection” between traffic and revenue, leading many operators to block or degrade OTT traffic. This article stresses the position that any further action to introduce the concept of “network neutrality” into TiSA should bear in mind that a proper balance should be struck between developed countries’ trade interests and developing countries’ development needs. Moreover, with respect to the horizontal competition between “foreign content” and “domestic content,” local broadcasters who supplied services within a Member’s jurisdiction are at a significant disadvantage compared to OTT service suppliers who housed their servers outside the member’s territory. The recent leak of TiSA negotiating texts on e-commerce, in which the U.S. advocates the need to ensure that governments do not require ICT service suppliers to use local infrastructure or establish a local presence as a condition of supplying services, have also caused some concern.

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Kaur, Ms Harleen, and Dr Rubaid Ashfaq. "The Impact of Netflix on Viewer Behaviour and Media Consumption: An Exploration of the Effects of Streaming Services on Audience Engagement and Entertainment Preferences." June-July 2023, no. 34 (June 13, 2023): 9–23. http://dx.doi.org/10.55529/jmcc.34.9.23.

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Online video streaming platforms have swept the globe. Traditional form of entertainment like Television is now being replaced by video on demand services providers such as Netflix, Amazon Prime, Hulu, Disney Hotstar, to name a few. These service providers have now established themselves as a serious rival to the broadcasting and television industry. The demand for regular television broadcasting is declining as these platforms are providing high quality original productions at the ease of the customer’s home. The impact of streaming services, specifically Netflix, on viewers behaviour and media consumption has been explored using both primary and secondary data sources. Primary data source include survey with OTT platform users, while secondary data source encompass studies and reports by media research firms and industry analysts. This combination of data sources provides a comprehensive view of the changes brought about by streaming services. The analysis of both primary and secondary data highlights the shift from linear Tv to on demand viewing, the rise in binge-watching, and the increase in diversity of content due to original programming. The data also shows that personalized recommendation have made it easier for viewers to discover new shows and movies. Overall, the data supports the conclusion that streaming services have transformed the way people engage with and consumer media.

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Gupta, Shanu. "The Impact of e-Wom on Users’ Attitudes Toward Over-the-top (Ott) Streaming Video Content and its Subscription Intention. – Young Indians Perspective." International Journal of Professional Business Review 8, no. 2 (February 27, 2023): e01046. http://dx.doi.org/10.26668/businessreview/2023.v8i2.1046.

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Purpose: Empirical research suggests a high impact of e-WOM on the user’s attitude leading to their behavioral intention. This research paper is a novel attempt to understand the impact of electronic word-of-mouth on users’ attitudes toward the content of OTT, leading to its subscription intention. Theoretical framework: “Content” is one of the key factors behind the exponential growth and viewership of OTT platforms in India. But how the users develop their attitude to watch or subscribe a specific content largely depends on word of mouth (WOM) or electronic word of mouth(e-WOM) information. Design/method/approach: The data is collected from 250 respondents using the measured items from existing scales to test their validity and reliability in the OTT industry. Structural equation modeling is then used to examine the influence of e-WOM on the user’s attitudes toward content and subscription intention. Findings: The results indicate a positive and significant impact of e-WOM on the user’s attitude towards content and subscription intention. e-WOM is a significant predictor Research, Practical & Social implication: The paper offers valuable insights to the prominent marketers of OTTs in devising appropriate content promotion or content enhancement strategies which could lead to a favorable e-WOM about their content. Originality/value: There has been immense research on the different aspects OTTs, but none has been done in context to OTT streaming video content’s e-WOM and subscription intention. Thus, the paper extends the existing research on OTTs to a new area, namely e-WOM.

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Choe, Minji, Hye-Ryeon Yong, and Hyun-Seok Hwang. "A Study of Analyzing Live Streaming OTT Service Data: Focused on Youtube Game Broadcasting." Journal of Korea Game Society 16, no. 2 (April 30, 2016): 61–74. http://dx.doi.org/10.7583/jkgs.2016.16.2.61.

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Sharma, Vijay Kumar, Himanshu Mahobia, and Harish Kumar. "Enablers to intensify OTT streaming services among consumers: A study using TISM-MICMAC approach." International Journal of Electronic Customer Relationship Management 14, no. 1 (2023): 1. http://dx.doi.org/10.1504/ijecrm.2023.10055526.

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Sharma, Vijay Kumar, Harish Kumar, and Himanshu Mahobia. "Enablers to intensify OTT streaming services among consumers: a study using TISM-MICMAC approach." International Journal of Electronic Customer Relationship Management 14, no. 1 (2023): 61. http://dx.doi.org/10.1504/ijecrm.2023.131080.

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Sridhar, S., and P. Phadtare. "Behavioral shift of generation X towards OTT during Covid’19 in India." CARDIOMETRY, no. 22 (May 25, 2022): 176–84. http://dx.doi.org/10.18137/cardiometry.2022.22.176184.

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Over-the-top (OTT) services such as Netflix, Prime Video, Disney+ Hotstar, Zee5, etc., have changed consumers’ content consumption behavior. Globalization and Digitalization have encouraged consumers to have limitless access to the Internet for information, leisure, entertainment, and social interconnectedness. The increase in the availability of high-speed Internet, the latest smartphones, and breakthroughs in technology have created great opportunities for the OTT sector, with people preferring to consume content on-the-go digitally rather than traditional media services, such as cable television. The Covid’19 pandemic has seen an increase in viewership’s and subscriptions towards these streaming platforms, with people of different age groups adapting to changing viewership trends. This study aims to understand Generation X’s behavioral shift (Age 41 to 55) towards OTT during Covid’19 in India. The literature review talks about the Generation X cohort of consumers, their behavioral habits, and attitudes towards technology. It also discusses the changing trends of online content consumption and how Covid’19 has created a spark in viewership’s towards India’s online media services. The research study aims to perform explanatory research to establish a relationship between the increase in consumption and subscriptions of OTT services in India by Generation X and the impact of Covid’19 on the same. Data will be collected from consumer’s age amongst 41 to 55 in India via survey questionnaires, and linear regression tests will be performed to test the hypotheses and establish a correlation between the dependent and independent variables.

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Dey, Anindita, and Dr Rahul Chanda. "A Study on OTT Content Versus Theatrical Released Cinema Preferences Among the Urban Population of Guwahati." Indian Journal of Mass Communication and Journalism 1, no. 3 (March 30, 2022): 15–24. http://dx.doi.org/10.54105/ijmcj.c1010.031322.

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In the year 2020 when the world was going through a period of lockdown due to Covid_19 and the shooting came to a halt, cinema halls were shut and film releases were suspended. It was then internet managed to create a new viewing experience where the mode of entertainment drastically shifted to the small screens known as Over the top streaming platforms where the user could be customized according to their taste and preferences. Also, this changed the way we will be viewing and this has created greatest fear for cinema hall owners. OTT is widely popular for its, fresh, latest content, good storyline, plot and focuses on the quality of work rather than depending on commercial success. The objective of this research is to find out whether over-the-top channels had created an impact on the urban population of Guwahati, Assam in comparison to other film viewing channels and theatres. This study tries to investigate if OTT has taken over the films on the basis of cost, content, characterization, and accessibility catered to its respective audience in the city. Many viewers are against the idea of censorship in Ott which is considered to be one of the major reasons for its increased viewership. In this research, the researcher tries to find out whether the preferences of the viewers are diverting towards OTT content or it remains with commercial cinema released in theatres.

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Lavanya, R., Ebani Gogia, and Nihal Rai. "Comparison Study on Improved Movie Recommender Systems." Webology 18, Special Issue 04 (December 8, 2021): 1470–78. http://dx.doi.org/10.14704/web/v18si04/web18285.

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Recommendation system is a crucial part of offering items especially in services that offer streaming. For streaming movie services on OTT, RS are a helping hand for users in finding new movies for leisure. In this paper, we propose a machine learning an approach based on auto encoders to produce a CF system which outputs movie rating for a user based on a huge DB of ratings from other users. Utilising Movie Lens dataset, we explore the use of deep learning neural network based Stacked Auto encoders to predict user s ratings on new movies, thereby enabling movie recommendations. We consequently implement Singular Value Decomposition (SVD) to recommend movies to users. The experimental result showcase that our R S out performs a user-based neighbourhood baseline in terms of MSE on predicted ratings and in a survey in which user judge between recommendation s from both systems.

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Fernández-Rodríguez, Carlos, Luis Miguel Romero-Rodríguez, and Belén Puebla-Martínez. "Audiovisual in the streaming era: Millennials’ and centennials’ perspectives on cruelty and historical truthfulness." Online Journal of Communication and Media Technologies 13, no. 4 (October 1, 2023): e202350. http://dx.doi.org/10.30935/ojcmt/13645.

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The current audiovisual landscape via streaming is characterized by images loaded with aesthetics and violence. Therefore, the main objective of this study is to decipher the audience’s feelings about the violent and dystopian plots that saturate the current panorama of audiovisual entertainment through a survey aimed at millennials and centennials in Spain and Mexico, who are the viewers who consume the most streaming platforms of the two countries. The results show that viewers do not feel that these series, contrary to what it might seem, cause them sadness or low spirits, and, likewise, these viewers consume these products without having a specific idea of whether the audiovisual should show cruelty, historical accuracy or the vicissitudes of the world. In conclusion, this research provides a current map of the feelings of the OTT audience about the shocking, bloody, and visceral images that are so present in the routine of young audiences.

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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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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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Lee, Gahee, and Jeongmin Ko. "A Study on the Audience's Experience of Watching Movies through Group Streaming: Focused on Watcha Party." Korean Arts Association of Arts Management 62 (May 31, 2022): 67–96. http://dx.doi.org/10.52564/jamp.2022.62.67.

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The purpose of this study is to understand the experience of watching movies in group streaming, focusing on Watcha party users, and to understand how watching movies in spaces outside the cinema is different from watching in cinema. Accordingly, an in-depth interview was conducted with nine users who had experienced a watcha party by selecting the phenomenological research method of Giorgi. As a result of the study, a total of 8 components and 27 sub-components were derived, and the following results were obtained. First, it was found that due to the diversification of OTT services and the development of group streaming, audiences chose not only cinema but also various spaces when watching movies. Second, it was found that while continuously using Watcha Party, users experienced differentiated interests that they had not experienced with the existing movie viewing method. Third, based on these experiences, it was confirmed that the choice of the movie viewing space was expanded according to the type of movie or the given situation in the future. This study is significant in that it specifically analyzes the experiences of Watcha Party users through phenomenological methods and can help identify and understand the types of movies watched through group streaming.

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V, Sristy Lalaika, Kalathila Uthej, and Shreeya Rishi K. "Analysing the Media Consumer Trends During the COVID-19 Period-The Rise of Otts in India." International Journal of Engineering and Advanced Technology 11, no. 1 (October 30, 2021): 267–72. http://dx.doi.org/10.35940/ijeat.a3216.1011121.

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In the wake of an unprecedented COVID-19 widespread, there is a massive development in the media and entertainment industry through OTT (Over-the-Top) platforms which offer video streaming directly to viewers via the internet without cable, broadcast, and satellite television supports. During the self-isolation period, OTTs have increased the overall media consumption to a real high and are now gradually becoming mainstream entertainment destination amidst the growing internet users. This mass intrusion has given an opportunity for many independent platforms to grow and run alongside the likes of already established biggies, Netflix and Amazon Prime. The telecom operators chipped in this aspect and are extensively working on optimizing their operations with advertising revenue and bringing in effective content strategies in order to reach out to more people. The present study focuses on this new development by using the technique of quantitative content analysis in order to know the cause of this sudden increase in OTT channels' viewership among millennials during the lockdown period in India and its impact on traditional modes of communication.

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Brindha, D., R. Jayaseelan, and S. Kadeswaran. "Covid-19 Lockdown, entertainment and paid ott video-streaming platforms: A qualitative study of audience preferences." Mass Communicator: International Journal of Communication Studies 14, no. 4 (2020): 12–16. http://dx.doi.org/10.5958/0973-967x.2020.00020.4.

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Nagaraj, Samala, Soumya Singh, and Venkat Reddy Yasa. "Factors affecting consumers’ willingness to subscribe to over-the-top (OTT) video streaming services in India." Technology in Society 65 (May 2021): 101534. http://dx.doi.org/10.1016/j.techsoc.2021.101534.

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Journal articles on the topic 'OTT STREAMING'

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