Enablers to intensify OTT streaming services among consumers: a study using TISM-MICMAC approach

Abstract

Over-the-top (OTT) is an application, content and services created for consumers which are accessible through internet. There are many challenges for OTT entertainment industry like understanding the audience choices, irrelevant or inappropriate contents, poor service experience, cost of services, etc. The growth and development of an OTT platform depends on multiple factors. Therefore, the study focuses on identifying various factors from literature which influence consumers' desire to subscribe an OTT service platform. The study deployed multi-criteria decision-making (MCDM) techniques, namely 'total interpretive structural modelling' (TISM) and 'cross-impact matrix multiplication applied to classification' (MICMAC) to study cross-inter-relationship among factors. The study proposes a unique model that recommends developing strategies along two pathways as 'service quality' and 'consumers' affordability'. This study will help the OTT service providers to execute their services offerings to target new consumers as well as retaining their existing consumers.