Abstract
There has been considerable changes in consumer sentiments toward over-the-top media services during COVID-19 Pandemic and after that. Following the changes in the consumer sentiments, marketers have repositioned there offerings aligning with the consumer willingness to pay. Accordingly, knowledge about consumers’ willingness to pay has become vital for success of the media service firms. The purpose of the paper is to estimate the price of subscription to Amazon Prime Video in India in the emergent context by gaining insights into the consumers’ willingness to pay. “Van Westendrop Price Sensitivity Model” was used to estimate the prices. The findings suggest an optimal price point of ₹1300/- per annum with a range of acceptable price between ₹1000/- and ₹1500 per annum. The estimated prices are consistent with prevailing prices.
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