Abstract
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.
Highlights
Digitalization across the globe has changed the way media is consumed
Popular OTT service providers such as YouTube, Netflix and Spotify have seen an instrumental role in the growth of data streaming, recording a staggering 140% rise in video streaming apps in Australia, India, Indonesia, South Korea and Thailand (App Annie, The state of the mobile 2019).These statistics show that there exists a strong opportunity for OTT service providers to capitalize on the digital media as a strong communication channel
It is in the backdrop of this changed consumption behaviour that the present study examines the select relevant factors in influencing consumers’ willingness to continue and subscribe (WCS) for streaming services in future
Summary
Digitalization across the globe has changed the way media is consumed. Increase in number of internet connections, better networks, technological innovations and availability of smart devices have resulted in the rise of new OTT media that offers services to viewers directly via the internet. Popular OTT service providers such as YouTube, Netflix and Spotify have seen an instrumental role in the growth of data streaming, recording a staggering 140% rise in video streaming apps in Australia, India, Indonesia, South Korea and Thailand (App Annie, The state of the mobile 2019).These statistics show that there exists a strong opportunity for OTT service providers to capitalize on the digital media as a strong communication channel.
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