Gamification on OTT Platforms: A Behavioural Study for User Engagement

Abstract

This study examines the consumer’s visual attention toward gamification options while watching the OTT (Over-the-top) online content. Also, the impact of gamification on user engagement (UE) on the OTT platform was studied using data collected by conducting an eye-tracking experiment and subsequently using a user engagement scale (UES). The study was carried out at the marketing and behavioural lab of a management institute in India using the OTT platform website and Tobii eye-tracker. Empirical data was collected from 52 respondents within the age group between 23 to 35 years. The relation between Attention to Gamification (AG), Reward Satisfaction (RS), and User Engagement (UE) were studied by running a mediating linear regression analysis. From the results, it was found that respondents were equally interested in watching the online content as well as ready to explore the gamification options. The research findings demonstrate that Reward Satisfaction (RS) acted as a mediating factor in the relation between Attention to Gamification (AG) and User Engagement (UE). This study adds to the literature on consumer engagement towards gamification on the OTT platform, where the literature is still limited. Future research could consider mobile apps as a platform to undertake the study. This study aimed to empirically test the effect of AG on UE with the involvement of RS as a mediator. The study is the first of its type to use eye-tracking data to understand the impact of gamification on the OTT platform.