Abstract
This study examines the future of TV and online video platforms in the evolving Egyptian market through using the predictors of use and interaction. Built on the unified theory of acceptance and use of technology, and the theory of technology discontinuities and platforms development, this study extends its framework to explore the relationship between the intention of use and the interaction with content behavior. A sample size of 396 university students answered the survey questions. Unlike other studies, the study found that the perceived ease of use (PEU) is the only variable that is positively correlated to the intention to use online video platforms, yet it shows a significant positive relationship between consumer characteristics (including instrumental orientation [IO], perceived behavioral control [PBC], online flow experience [FLOW]) and intention to use online video platforms. Results show that people are watching less TV, yet the low disposable income might be a serious challenge toward the growth of video platforms. This study offers valuable indicators about changing consumer behavior in the research-weak transitional Egyptian media system.
Highlights
Online video streaming sites and television websites have attracted large audiences and have been able to maintain viewership within different markets
The video industry ecosystem encompasses the telecommunication, media and entertainment (TME) industries, which are facing a sharp erosion of their traditional revenue streams and struggling to develop new business models such as pay-per-view and platform exclusive original productions
It is important to note that the usage of the two theories gave a well-rounded picture of why and how Egyptian consumers use the internet or television to watch video content
Summary
Online video streaming sites and television websites have attracted large audiences and have been able to maintain viewership within different markets. In 2021, the number of global subscribers to online video streaming service reached 1,060.8 million, with Netflix as the largest player commanding over 204 million subscribers, and Amazon Prime in the second place with 150 million subscribers. Disney+ is the newest and fastest growing service with 94.9 million subscribers gained only in less than 2 years (Wallach, 2021). In the Middle East, video streaming services are gaining ground. There will be 12.27 million subscriptions across 13 Arab countries by 2025. This is triple from 4.13 million in 2019 (Research & Markets, 2020).
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