Academic literature on the topic 'OTT-platforms'
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Journal articles on the topic "OTT-platforms"
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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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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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Kumar, Hrishikesh. "A Study on Consumers' Preference towards OTT Platforms during the Post Covid-19 Lockdown Periods." Journal of Development Economics and Management Research Studies 10, no. 16 (2023): 65–70. http://dx.doi.org/10.53422/jdms.2023.101609.
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This research paper analyses the changing consumer preferences towards over-the-top (OTT) platforms in the post Covid-19 lockdown period. With the pandemic forcing people to stay indoors and limiting access to traditional forms of entertainment, OTT platforms have witnessed a surge in popularity. The study employs a mixed-methods approach, combining both quantitative and qualitative research methods to gather insights into the factors driving consumer behavior towards OTT platforms. Through an online survey and in-depth interviews with OTT users, the study finds that factors such as ease of use, affordability, and availability of diverse content play a significant role in shaping consumer preferences. The study also sheds light on the emerging trends in the OTT industry and offers insights that can be useful for businesses in this sector. Overall, this research provides a valuable contribution to the understanding of how the pandemic has impacted the media consumption habits of consumers and offers insights for OTT platforms to cater to the evolving needs of their users.
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Kaur, Jaspreet, Archana Aggarwal, Rakhi Gupta, Pragya Narain Srivastava, Kirti Hasija, Jyoti Jha, and Kishika Magan. "A Cross-Sectional Study to Analyse the Impact of OTT Platforms on Body Modification Choices and Cognizance of Associated Risks." Microsphere 2, no. 1 (July 24, 2023): 113–26. http://dx.doi.org/10.59118/hwjq3945.
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The objective of this study was to assess the prevalence of Over-The-Top (OTT) users and the impact of OTT platforms on their body modification choices (hair colouring, body tattooing and body piercing). It was also aimed to analyse awareness about the medical risks or complications associated with these choices. An online survey was conducted for 3 months (November, 21 to January, 22) predominantly in Delhi, Haryana, Uttar Pradesh and minorly in other states of India. The variables considered in the study were demographics, choice of OTT platforms and time spent on them as viewers, characteristics of hair colouring, body tattoos and piercings, decision-making process before opting for such body modification choices, and knowledge or awareness about the risks associated with them. The Chi-square test was used for testing intergroup comparisons. A positive correlation was found between the time spent on OTT platforms and the level of anxiety or restlessness felt by respondents when they were not able to watch the content on such platforms. A positive correlation was also found between the time spent on OTT platforms and the inspiration taken by the respondents from them while deciding on their next look (r = 0.094). Based on the results obtained from the study, it was found that the prevalence of OTT platforms has gained immense popularity, and 83.6% of respondents were found to be OTT users. Interestingly, 89.6% and 75% of the respondents were aware of the health risks associated with body modification choices like hair colouring and body tattooing, respectively.
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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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Dikshya Saikia and Gaurav Nirmal. "Catalyst Role of Covid 19 Pandemic in Increasing Adoption of Over-the-Top (OTT) Platforms- A Study Conducted amongst Gen Z of Guwahati City, Assam." International Journal of Engineering and Management Research 12, no. 3 (June 30, 2022): 182–86. http://dx.doi.org/10.31033/ijemr.12.3.27.
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The outbreak of Covid 19 has drastically increased the use of viewership in multiple OTT platforms. OTT platforms are media service providers, providing users with direct access to the different forms of content over the internet doing away with the need for connection to a dedicated carrier. Different age grouped people with diverse requirement of media need has been provided with the option to subscribe to OTT services. The present study has been conducted with the purpose to assess the factors affecting on-demand content popularity among users of the selected study area i.e. Guwahati city in contrast to pre-established platforms; with special reference to the pandemic. The results have shown a positive trend on the use of OTT services during the covid pandemic and it can be said that Covid 19 pandemic has definitely acted as a catalyst in increasing adoption of OTT services amongst Generation Z of Guwahati city with almost 60% respondents stating that they have started using OTT after the pandemic.
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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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Singh, Dr Rashmi. "Binge Watching on OTT Platforms: Loneliness in Adolescents." International Journal of Social Science And Human Research 05, no. 08 (June 26, 2022): 3720–25. http://dx.doi.org/10.47191/ijsshr/v5-i8-50.
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In largest population country every fifth person is adolescent in age between 10 to 19 years. As they grow with many basic issues like reproductive health problem, sexually transmitted diseases, nutritional deficiencies & mental health problems. Different problems are faced on the basis of rural or urban area. In urban area problems are more related to abuse of alcohol, less sex education, inferiority complex, exam or education stress, social relationship, habit forming drugs & so on. In this sensitive age, they get stuck unintentionally in chaos where they find harsh & difficulties. In addition, binge watching is highly trendy in all age group & it was found greater in the lockdown. Every single person indulges in binge watching for their own reason & entertainment. Firstly, no research was done on adolescent in terms of binge watching. As we are well versed this time every teenager using cell phone & electronic device. Most probably their decision making can be stumble that how to use in appropriate way, what to watch, read & listen, play game and etc. The purpose of the research is to find out binge watching among adolescent & to find out correlation between binge watching & loneliness. A mass of sample is 60 where 30 were boys & 30 were girls respectively. A purposive sampling was used & age criteria was 14 to 18 adolescents. Here independent variable are adolescents (Boys and Girls) & dependent variables are binge watching & loneliness. The two questionnaires were used a self-made questionnaire for binge watching & Loneliness Scale (Social relationship, Interpersonal relationship, Distreved reaction, social isolation, Emptiness) by Adnan Hamid & Mohammad Parvez. A descriptive statistical analysis was done for the result. The research has shown significant correlation between binge watching & loneliness among adolescents.
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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
Dissertations / Theses on the topic "OTT-platforms"
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Nyarenda, Ralph. "Drivers of continued use of OTT platforms." Diss., University of Pretoria, 2020. http://hdl.handle.net/2263/79633.
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As Over The Top (OTT), platforms continue to gain market share and disrupt traditional linear broadcasters has lead academic, business leaders and legislators to consider if conventional marketing and Information systems models can explain continued use intentions for OTT platforms. While the adoption of technology is crucial to the success of an enterprise, it is continued use that determines the long term sustainability of an enterprise. Understanding the factors that drive continued use intentions of OTT platforms is crucial for developing long-standing sustainable and loyal relationships with customers.
Video-on-demand platforms like YouTube, Showmax, Amazon and Netflix continue to disrupt traditional linear broadcasters and are continuously altering the TV and video marketplace and value chains. These OTT platforms are altering consumer viewing trends, moving away from TV schedules prescribed and dictated by traditional broadcasters, resulting in time-shifted viewing. These changes are no longer limited to time-shifted viewing; consumers are increasingly in control of when and how they view video content, resulting in fragmented viewing patterns, significantly impacting mass media models relied on by the advertising industry.
The results of our quantitative study indicate that the proposed model for continued use explains 69 percent of the variation in continued use intentions. Our findings indicate that consumers are multihoming and using multiple competing platforms, concurrently, which is inconsistent with conventional marketing and IS theory that consumers adopt and use only one competing product. Our findings indicate that the presence of a competing product impacts user continuance intentions, habit and satisfaction. However, the impact size was insignificant for intentions and satisfaction.Mini Dissertation (MBA)--University of Pretoria, 2020.
pt2021
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted
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Bahsoun, Nadin, and Nadja Boukni. "E-Lojalitet på den svenska OTT-marknaden : En kvantitativ studie om faktorer bakom OTT-konsumentens e-lojalitet." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-25720.
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Under det senaste decenniet har utvecklingen ökat drastiskt av streaming av filmer, serier, dokumentärer och sport. Utvecklingen har medfört att nya over-the-top (OTT) företag har inträtt marknaden. Några av världens största underhållnings- och telekomföretag har under de senaste åren satsat på denna typ av plattform. Konkurrensen ökar ständigt då det idag finns ett stort antal olika streamingtjänster för en konsument att välja mellan. Konsumenten får en alltmer betydelsefull roll i utvecklingen av dessa tjänster samtidigt som e-lojalitet blir en viktigare faktor för att skapa konkurrensfördelar online. Studiens syfte är att undersöka huruvida de 8C:na och eWOM skapar förtroende samt tillfredsställelse, i förlängning, e-lojalitet gentemot OTT-plattformar. Studien utgår från en deduktiv forskningsansats med kvantitativ karaktär. Genom en enkätundersökning har empirisk data insamlats och därefter analyserats genom deskriptiv statistik samt regressionsanalyser. Resultatet påvisar att faktorerna care, customization, character, contact interactivity och eWOM har en positiv inverkan på förtroende och tillfredsställelse. Vidare antyder resultatet att förtroende och tillfredsställelse i sin tur har en stark positiv påverkan på e-lojalitet. Slutligen har även en modell utformats baserat på studiens resultat, denna kan lämnas som ett praktiskt och teoretiskt bidrag. Modellen visar vilka faktorer OTT-företag bör ta hänsyn till vid erbjudandet av tjänster för att främja e-lojalitet bland deras konsumenter.Over the past decade, the development of streaming entertainment such as movies, TV shows, documentaries and sports has increased drastically. This development has resulted in a number of new OTT (over-the-top) companies entering the market. Some of the world's largest entertainment and telecom companies have in recent years invested in this type of platform. The competition is constantly increasing as a variety of streaming services are available for the consumers to choose from. The consumer’s role is continuously growing in the development of these services, while e-loyalty is becoming a more important factor in creating competitive advantages online. The purpose of the study is to investigate whether the 8Cs and eWOM create trust and satisfaction, by extension, e-loyalty to OTT platforms. The study is based on a deductive research approach of a quantitative nature. Through a survey, empirical data have been collected and then analyzed through descriptive statistics and regression analysis. The results indicate that care, customization, character, contact interactivity and eWOM have a positive impact on trust and satisfaction. Furthermore, the results suggest that trust and satisfaction in turn have a strong positive impact on e-loyalty. Lastly, a model has been designed based on the results of the study, which can be provided as a practical and theoretical contribution. The model demonstrates which factors OTT companies should take into account when offering services to promote e-loyalty among their consumers. This paper is written in Swedish.
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PRAGYA. "ASSESSING THE POTENTIAL OF OTT PLATFORMS DURING THE PANDEMIC." Thesis, 2022. http://dspace.dtu.ac.in:8080/jspui/handle/repository/19696.
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People used to watch television when there were just a few channels and options to choose
from. People also couldn't watch films and television shows according to their own
preference or convenience as they had to stick to the program's scheduling. You weren't
provided with the opportunity to re-watch the slot if you missed it. There were occasions
when we would look in the newspaper for the channel's telecasting schedule. However,
with the advent of OTT services, everything got simple, and users were able to stream
anything they wanted, whenever they wanted. People might alter their entertainment
schedules to fit their work schedules because to OTT.
When people were trapped at home due to the epidemic and the box office was shut down
by Covid-19, Streaming sites came to Bollywood's rescue. During the lockdown, several
on-demand movie streaming platforms noticed a surge in new users. Some platforms have
kept up with the pace even after the lockdown was lifted.
In this study, I'll look at how OTT platforms grew in popularity during the epidemic. This
study will be carried out with the assistance of interviewers from various viewers. It's
evident that since their introduction, OTT platforms have only grown in popularity and
usage. People's consumption patterns have changed as a result of the pandemic, resulting
in a major surge in their popularity.
The aim of this study is to look into the growth of OTT services during the epidemic. To
understand the future potential of OTT platforms, it is necessary to understand the level
to which their popularity grew during the pandemic. True, all such OTT platforms have
only grown in popularity and usage since their launch, but the pandemic has resulted in a
significant boost in their popularity due to the shift in people's consumption patterns.
This study conducted a survey and interviewed three people to assess their views on OTT
platforms, consumption patterns, and comparisons to cinema to evaluate if OTT platforms
were gradually displacing the most popular traditional entertainment medium. People used
OTT more than any other platform, according to research. The majority of them had
noticed a rise in the amount of hours they spent on OTT services and were anticipating
movies being launched on OTT at the same time as they were in theatres. People were
also content to see films on OTT rather than in the theatre. However, for some, it was
determined by the film. This study revealed that OTT platforms have a lot of room to
grow.
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Chia, Chih-Fan, and 賈之帆. "Licensing the Contents of Channels to OTT Platforms: Alternatives to Regulation." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/3m4nky.
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碩士國立清華大學
科技法律研究所
105
Recent years, with the popularization of broadband and mobile network services, affordable fees to reach the internet, and the users’ gradually changed habit to watch TV programs, there has been an explosive growth to the industry of OTT Media in Taiwan. The year 2016 has even been praised as Taiwan’s the first year of OTT. However, it has been uneasy for the operators of OTT platforms to get licensed by the copyright owners from the native channels. This article tries to seek for solutions to increase the copyrighted contents of channels on the OTT platforms through both voluntary license and non-voluntary license, so as to reach the goal of diversifying the content on the OTT Media.
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Pereira, Tiago de Almeida Gonçalves. "Content on demand : the disruption of OTT platforms in portuguese media distribution." Master's thesis, 2020. http://hdl.handle.net/10400.14/29629.
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The aim of this study is to understand the OTT platforms’ business model and how it will change the Portuguese content distribution industry and its stakeholders in the following decade. By analyzing the existing OTT platforms, how they appeared and way and pace at which they developed, we measure the impact the OTT platforms have already created in the existing players. Furthermore, analyzing the industry’s current and past performance, its major players and customers, it’s possible to forecast the future impact of this potential industry disruptor.
To understand the impact OTT platforms will have in content consumption it’s necessary to understand the ways they have already affected customer behavior, (rising customers’ demand for control of the way they view content being only one, but important consequence of the business model), which in turn will serve as a starting point of the study of the industry evolution. Through the analysis of surveys made to relevant customer segments and expert interviews, major industry influencers were identified (technology, content exclusivity and 1P versus 3P bundle price gap), and an analysis was made of the range of possibilities these influencers might react in the coming years to the disruption, resulting in three consolidated scenarios of the future of the content distribution industry were made, based on the aggregation of the most likely responses. Finally, a deeper analysis of each scenario was made, as well as an evaluation of the likelihood of occurrence.O objetivo do estudo é compreender o modelo de negócio das plataformas OTT e a forma como este modelo vai afetar a indústria de distribuição de conteúdos portuguesa e os seus respetivos intervenientes na próxima década. Através de uma análise às plataformas OTT existentes em Portugal e no estrangeiro, como surgiram e a velocidade e forma como se desenvolveram, mediu-se o impacto que as mesmas irão ter nos agentes primários e secundários. De forma complementar, uma análise às reações presentes e passadas dos principais agentes da indústria permite prever o efeito futuro deste particular potencial disruptor. Para compreender o impacto que as plataformas OTT vão ter na indústria, é necessário primeiro compreender o impacto presente, sendo já a forma como o cliente é cada vez mais exigente no controlo que quer ter sobre a forma como visiona o seu conteúdo uma consequência deste modelo, servindo de ponto de partida do estudo que vai ser efetuado. Através da análise de inquéritos feitos a segmentos chave e de entrevistas a peritos da indústria, foram identificados os principais influenciadores da indústria (tecnologia, exclusividade de conteúdos, gap de preço 1P vs 3P), uma análise do espectro de possibilidades de reação dos influenciadores à disrupção foi feita resultando em três cenários consolidados agregados com base nas reações dos influenciadores cruzadas com as reações dos agentes. Finalmente, cada um dos cenários foi avaliado com base da probabilidade futura de se passarem.
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LIU, XUE-CHUN, and 劉雪純. "A Study of Customer Satisfaction of VIP Services on OTT Video Platforms." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/ea7nj7.
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碩士世新大學
資訊傳播學研究所(含碩專班)
107
Abstract With the development of the Internet and smart phones, the attention of contemporary audiences has gradually shifted from television to OTT Video Platforms, and even more and more audiences are willing to pay to become memberships of OTT Video Platforms. What are the main services for memberships on OTT Video Platforms at present? According to the Kano’s model, what are the qualities of these services? How is the satisfaction? How to improve services for memberships on Netflix, iQIYI and LiTV? In order to study these three questions, this paper will firstly to analyze the related literature and the services for membership on current platforms. Then we found out the 25 main services. According to design questionnaire of the Kano’s model, a total of 173 valid questionnaires were received after the questionnaire was sent out, and it was found that 19 services such as video amount and video type are regarded as must-be quality service by most interviewees, blocking advertisement service is regarded as one- dimensional quality service by most interviewees, the live broadcast of match or concerts, reservation for downloading are considered as attractive quality service by most interviewees, picture in picture, sending friends films as gifts, obvious barrage are considered as indifferent quality service by most interviewees. Besides, memberships are very sensitive to changes in blocking ads and video quality, the improvement of these two services not only enhance satisfaction, but also reduce dissatisfaction. Finally, this study suggests that new video platforms could improve the quality of advertising, live broadcast of match or concerts, reservation for downloading after satisfying the quantity of films, types of films and image quality. Netflix could consider to add the service of reservation for downloading. IQIYI could improve the quality of live broadcast of match or concerts but stop offering the services of provide picture-in- picture, sending friends films as gifts, obvious barrage services. LiTV can consider to make native videos about Taiwan and to offer 1080p quality options, reservation for downloading services.
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Ventzke, Paul Erikl. "Esports on Netflix or DAZN? : the potential impact of hosting Esports on subscription-based OTT platforms." Master's thesis, 2020. http://hdl.handle.net/10400.14/31290.
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In recent years, electronic sports (short: 'esports'), has drawn significant attention and is trending to a global market. While esports attracts vast audiences, is slowly growing into mainstream culture, and is increasingly accepted as a professional practice, the monetization of esports still lags far behind other traditional sports.
In those traditional sports and within the general video content consumption, over-the-top platforms and especially subscription-model platforms have disrupted the television and live-sports industry, leading to significant changes in the way people consume video content.
At present, there are hardly any subscription-based platforms hosting esports, and academically wise there is little literature that examines the potential impact of broadcasts of competitive and professional video games on subscription-based platforms. The research questions of this dissertation approach aim at estimating the potential impact of subscription-based platforms on esports and how they could shape the esports industry in the medium term and long term.
Using qualitative and quantitative data as well as literature research, the potential of subscription-based platforms is analyzed as a result of four main factors, and the future development of the primary industry stakeholders as well the future of the esports industry is predicted.
As a result of this research, this dissertation assesses the potential of subscription-based over- the- top platforms of the esports industry as mediocre and predicts a rather neutral development in the future. Nevertheless, it identifies potentially advantageous factors that could improve the business environment for such platforms in the future.Nos últimos anos, os desportos eletrónicos ("esports") têm vindo a captar significativamente a atenção e estão a evoluir para o mercado global. Enquanto o eSport atrai um vasto público, cresce lentamente na cultura convencional, é cada vez mais aceite como uma prática profissional, a sua monetização está longe de outros desportos tradicionais. Nos desportos tradicionais, e dentro do consumo geral de conteúdos em vídeo, as principais plataformas, em particular, as de assinaturas transformaram a indústria televisiva e do desportiva em direto, levando a mudanças significativas na forma como são consumidos conteúdos em vídeo. No entanto, atualmente, as plataformas baseadas em modelo de assinaturas que acolham desportos eletrónicos são praticamente inexistentes e, em termos académicos, existe pouca literatura que avalie o potencial das transmissões de competições profissionais nestas plataformas. As questões levantadas nesta dissertação visam avaliar o potencial das plataformas baseadas em assinaturas nos desportos eletrónicos e a forma como estas poderão impactar a indústria dos desportos eletrónicos a médio e longo prazo. Utilizando dados qualitativos e quantitativos, bem como a literatura existente, o potencial das referidas plataformas, é analisado como resultado de quatro fatores principais, prevendo-se, assim, o desenvolvimento futuro das principais partes envolvidas na indústria, bem como o futuro da indústria do desporto. Como conclusão desta investigação, estima-se que o potencial das plataformas principais da indústria do desporto baseadas em modelo de assinaturas seja modesto, e prevê-se um desenvolvimento bastante neutro no futuro. No entanto, são identificadas algumas oportunidades que podem contribuir para o seu crescimento futuro.
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HSU, MING-CHE, and 許銘哲. "Establishing the service development strategy of OTT digital content service platforms based on IAA-NRM approach." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/aqydae.
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碩士國立高雄師範大學
經營管理碩士在職專班
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With the rapid development of internet technology and the popularity of smart mobile devices (such as smart phones, tablets, etc.) is growing. Users aren’t limited by the traditional audio and video playback mode when they want to watch TV programs or movies.With the new style of the OTT (Over-the-top) network audio and video service has born, users can easily download various brand of OTT network video service platform in the application store, enjoy their favorite video content anytime and anywhere. Although the OTT network video service platform has been able to provide various services, it still cannot satisfy the needs of users, so new providers continue to grab the market of network video services. What factors will users consider when choosing an OTT network video service platform? What kind of service and charging style can attract the users? This study attempts to summarize the Channel content and service, System services and function, Platform design and maintenance, Organizational tolerance and reputation, Pricing and charging styles through literature review and the comparison of manufacturer service policies. Furthermore, survey users’s OTT service demand preferences of the "Internet Video Platform" to understand the pros and cons of each brand. Apply Principal Component Analysis(PCA), to extract the main constituents of the facet to build Network relation map(NRM), and strategic plan selection through decision-making test and Decision Making Trail and Evaluation Laboratory(DEMATEL), and Vlsekriterijumska Optimizacija I Kompromisno Resenje(VIKOR), Moreover, the research applies Importance Attention Analysis(IAA) to analyzes the user's choice preferences, and then uses the Network Association Diagram (NRM) understand the interaction between the aspect and the criteria. I hope this study can find effective improving strategies and increase the market share of OTT audio and video platforms. According to the research results, the diversity of channel content is the key to attract consumers. It is necessary to continuously enrich the diversity of channel content to retain more users. In addition, through the appropriate charging style, upgrading services to attract more users is also a common improving strategy that can be referenced by various OTT audio and video platforms.
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Hannich, Theresa. "Digital transformation in the german sports broadcasting industry : a qualitative study on the impact of the disruptor OTT." Master's thesis, 2020. http://hdl.handle.net/10400.14/31131.
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The study investigates the impact of the OTT (over-the-top) technology for the German sports broadcasting industry. For this purpose of the study, OTT is defined as streaming technology that bypasses traditional distribution and offers content directly over the Internet anywhere at any time. All potential OTT initiatives from different stakeholders that impact the industry are examined.
The incumbent technology, traditional TV, is challenged by innovative business models that provide sports content over-the-top via the Internet. Pure OTT channels such as DAZN and digital giants such as Amazon entered the sports rights market forcing old leaders to rethink their business model and to adapt to the new technology.
Besides of changing consumer requirements, different market dynamics such as the digitization of sports rights, the trend towards D2C (direct-to-consumer), niche targeting and features around digital fan experiences push OTT in becoming the leading sports consumption technology.
The fast-paced and vibrant market movements in the sports media industry make estimations difficult. The findings from qualitative and quantitative findings identified the consolidation of the market to a concentrated number of content aggregators operating in the premium sports right segment as most the likely scenario for the industry in 5-10 years. This trend goes along with a starting content endgame initiated by top rightsholders who implement D2C business models for secondary markets. The major change in the market will be the end of market fragmentation to a more consolidated sports rights market led by major D2C and OTT platforms.O estudo investiga o impacto da tecnologia OTT (over-the-top) para a indústria alemã de transmissão desportiva. Para este efeito do estudo, a OTT é definida como uma tecnologia de streaming que ultrapassa a distribuição tradicional e oferece conteúdos diretamente através da Internet, em qualquer lugar e a qualquer momento. A tecnologia já existente de televisão tradicional é desafiada por modelos de negócio inovadores que fornecem conteúdos desportivos através da Internet. Os canais OTT puros como o DAZN e gigantes digitais como a Amazon entraram no mercado dos direitos desportivos, obrigando os antigos líderes a repensar o seu modelo de negócio. Além da modificação das exigências dos consumidores, diferentes dinâmicas de mercado, como a digitalização dos direitos desportivos, a tendência para D2C (direct-to-consumer), a segmentação de nichos de mercado e as características em torno das experiências digitais dos adeptos, impulsionam a OTT a tornar-se a tecnologia de consumo desportivo líder. No entanto, as conclusões dos resultados qualitativos e quantitativos identificaram a consolidação do mercado para um número concentrado de agregadores de conteúdos que operam no segmento dos direitos desportivos premium como o cenário mais provável para a indústria dentro de 5-10 anos. Esta tendência vai de par com um jogo final de conteúdos iniciado pelos titulares de direitos de topo que implementam modelos de negócio D2C para os mercados secundários. A grande mudança no mercado será o fim da fragmentação do mercado para um mercado de direitos desportivos mais consolidado, liderado pelas principais plataformas D2C e OTT.
Book chapters on the topic "OTT-platforms"
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Chakraborty, Imon, Ravinder Kumar Verma, Mohit Hiteshkumar Joshi, and P. Vigneswara Ilavarasan. "Customers’ Willingness to Use New OTT Media Platforms in India." In ICT Systems and Sustainability, 751–60. Singapore: Springer Singapore, 2022. http://dx.doi.org/10.1007/978-981-16-5987-4_75.
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Thomas, Christy, and M. M. Nirmala. "Growth of OTT Platforms in India During the Covid–19 Lockdown." In Current Trends in Economics, Business and Sustainability, 108–15. Singapore: Springer Nature Singapore, 2023. http://dx.doi.org/10.1007/978-981-99-3366-2_12.
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Dutta, Monojit, and Sainaz Sardar. "Impact of Covid-19 on the Rise of OTT Platforms in India." In Interdisciplinary Research in Technology and Management, 637–42. London: CRC Press, 2021. http://dx.doi.org/10.1201/9781003202240-99.
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Plumley, Daniel, and Rob Wilson. "Over the top (OTT) broadcasting platforms and commercial shifts in professional team sports." In The Economics and Finance of Professional Team Sports, 134–40. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003130130-16.
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Singh, Aarti. "Effect of the pandemic on the selection of OTT platforms in the entertainment sector." In Advances in Management Research, 154–80. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003366638-11.
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Wadher, Aditya, Nidhi Meena, and Debayan Dhar. "Enhancing User Experience of Mobile OTT Platforms—A Case Study of Redesigning Netflix for Indian Market." In Design in the Era of Industry 4.0, Volume 1, 823–35. Singapore: Springer Nature Singapore, 2023. http://dx.doi.org/10.1007/978-981-99-0293-4_66.
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Esther Krupa, M., S. Gokilavani, N. Kavitha, and S. Udhaya. "A Study on Viewers Preference Towards OTT (Over-the-Top) Release Platforms in Commercial Films After Covid 19." In Studies in Systems, Decision and Control, 405–13. Cham: Springer Nature Switzerland, 2023. http://dx.doi.org/10.1007/978-3-031-28314-7_34.
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Seth, Swati Bajaj. "OTT Platforms and Their Distributorship Agreement With Content Makers." In Handbook of Research on Cyber Law, Data Protection, and Privacy, 292–302. IGI Global, 2022. http://dx.doi.org/10.4018/978-1-7998-8641-9.ch017.
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The OTT platform is a new market in itself. The growth of this new internet-based industry has brought atrocious competition in the broadcast industry. They effort to distinguish them from their competitors by getting exclusive content from the creators. This exclusivity though not per se appears to be anti-competitive but it raises apprehensions of its negative effect on the market. In fact, these agreements demonstrate interdependence of market players to sustain and reach consumers in the market. The competition laws of many jurisdictions refer to the anti-competitive nature of vertical agreement as ex post unlike cartel (horizontal agreements) which are per se void. The chapter discussed the distribution chain where vertical relationship in the form of agreement or integration is generally developed. The present chapter explains the nature of exclusive distribution agreement or exclusive screening license in the broadcast industry.
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Bose, Nandana. "India’s online streaming revolution: Global over-the-top (OTT) platforms, film spectatorship and the ecosystem of Indian cinemas." In World Cinema On Demand. Bloomsbury Academic, 2022. http://dx.doi.org/10.5040/9781501348624.ch-007.
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Anitha R, Surya Koti Kiran A, Anurag K, and Nikhil Y. "An Efficient Algorithm for Movie Recommendation System." In Advances in Parallel Computing Technologies and Applications. IOS Press, 2021. http://dx.doi.org/10.3233/apc210124.
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Now a day’s recommendation system has changed the fashion of looking the items of our interest. OTT Movie Application Recommendation for mobile users is crucial. It performs a complete aggregation of user preferences, reviews and emotions to help you make suitable movies. It needs every precision and timeliness, however,this can be info filtering approach that’s accustomed predict the preference of that user. Recommender System may be a system that seeks to predict or filter preferences in keeping with the user’s selections. The very common purpose where recommender system is applied are OTT platforms, search engines, articles, music, videos etc During this work we tend to propose a Collaborative approach-based Movie Recommendation system. it is supported collaborative filtering approach that creates use of the knowledge provided by users, analyzes them so recommends the flicks that’s best suited to the user at that point. The suggested motion picture list is sorted in keeping with the ratings given to those movies by previous users. It conjointly helps users to search out of their selections supported the movie expertise of alternative users in economical and effective manner while not wasting a lot of time in useless browsing [1]. Therefore, we tend to offer the item-oriented methodology of the analysis of social network as the steering force of this method to further improve accuracy within the recommendation system. We tend to propose economic healthcare associates during this paper The algorithmic rule of the Film Recommendation supported improved KNN strategy that measures simpler advisory system accuracy. However, to evaluate performance, the k closest victimized neighbors, the maximum inner circles, as well as the basic inner strategies are used [2]. The exception to this is the projected results, which use algorithms to check for (supposedly) involvement.The performance results show that the projected strategies improve additional accuracy of the Movie recommendation system than the other strategies employed in this experiment.
Conference papers on the topic "OTT-platforms"
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Jeong, Chongin, Minho Park, and Junyoung Heo. "Viewership Measurement for OTT on iOS Platforms." In RACS '23: International Conference on Research in Adaptive and Convergent Systems. New York, NY, USA: ACM, 2023. http://dx.doi.org/10.1145/3599957.3606235.
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Boulton, John. "Subtitles on OTT Platforms - Ensuring Consistency across Broadcast and IP Platforms." In SMPTE Australia Conference. IEEE, 2015. http://dx.doi.org/10.5594/m001616.
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Saha, Sunetra, and Arpita Srivastava. "Digitized Entertainment – Factors influencing Consumer Adoption of OTT Platforms." In 2022 OPJU International Technology Conference on Emerging Technologies for Sustainable Development (OTCON). IEEE, 2023. http://dx.doi.org/10.1109/otcon56053.2023.10113910.
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Rajpal, Ratna, Shivangi Sharma, Anusha Goel, Kaushik Ghosh, and Sugandha Sharma. "A DNN based technique for age verification in OTT platforms." In INTERNATIONAL SCIENTIFIC AND PRACTICAL CONFERENCE “TECHNOLOGY IN AGRICULTURE, ENERGY AND ECOLOGY” (TAEE2022). AIP Publishing, 2022. http://dx.doi.org/10.1063/5.0103923.
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You, Chian-Shin, Sheng-Tsung Tu, Yue-Nuo Yan, Shyang-Yuh Wang, and Chien-Hsing Chou. "Discussion on the recent development of OTT platforms in Taiwan." In 2021 IEEE International Conference on Consumer Electronics-Taiwan (ICCE-TW). IEEE, 2021. http://dx.doi.org/10.1109/icce-tw52618.2021.9603124.
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Devi, O. Rama, Sai Krishna Pothini, Mulpuru Prasanna Kumari, Sowjanya V, and Uppalapati Naga Sai Charan. "Customer Churn Prediction using Machine Learning: Subcription Renewal on OTT Platforms." In 2023 2nd International Conference on Applied Artificial Intelligence and Computing (ICAAIC). IEEE, 2023. http://dx.doi.org/10.1109/icaaic56838.2023.10140287.
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Goyal, Gaurav, Jaiteg Singh, and Shivani Inder. "A Novel Framework for correlating Content Quality on OTT Platforms with their Stock Value." In 2020 International Conference on Smart Electronics and Communication (ICOSEC). IEEE, 2020. http://dx.doi.org/10.1109/icosec49089.2020.9215400.
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Lingareddy, Vindhya, and Madhavi Damle. "Video Streaming OTT Platforms: A Comparative Study of their Streaming Infrastructure with Strategies Implemented." In 2022 International Interdisciplinary Humanitarian Conference for Sustainability (IIHC). IEEE, 2022. http://dx.doi.org/10.1109/iihc55949.2022.10060746.
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Sahu, Garima, Loveleen Gaur, and Gurmeet Singh. "Analyzing the Users’ De-familiarity with Thumbnails on OTT Platforms to Influence Content Streaming." In 2022 International Conference on Computing, Communication, and Intelligent Systems (ICCCIS). IEEE, 2022. http://dx.doi.org/10.1109/icccis56430.2022.10037670.
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Chaudhary, Akanksha Gupta, Anubha Vashisht, and Hari Shankar Shyam. "A Study on Rising Demand of Digital Technologies by Consumer Behavior on OTT Platforms." In 2023 9th International Conference on Advanced Computing and Communication Systems (ICACCS). IEEE, 2023. http://dx.doi.org/10.1109/icaccs57279.2023.10112968.
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