Understanding Adoption Factors of Over-the-Top Video Services Among Millennial Consumers

Dasgupta, Sabyasachi; Grover, Priya

doi:10.34218/ijcet.10.1.2019.008

Cited by 34 publications

(36 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Bagi kaum milenial, media yang baik adalah yang memiliki konten yang beragam, baru dan eksklusif (Dasgupta & Grover, 2019). Keterbatasan teknologi juga mendorong khalayak untuk berpindah ke media baru .…”

Section: Pendahuluanunclassified

“…Steele et al (2015) menjelaskan place-shifting adalah ketika khalayak mengkonsumsi media video di luar tempat konvensional (contoh: rumah, ruang tamu dan lain-lain). Salah satu alasan masyarakat mulai mengadopsi SVOD atau layanan streaming video adalah karena bisa menonton media terlepas dari batasan tempat dan waktu (Dasgupta & Grover, 2019). Kenyamanan/relaksasi adalah tipologi yang ketujuh.…”

Section: Pendahuluanunclassified

“…Khalayak mengalami functional displacement di mana para informan berpindah menonton SVOD di ponsel cerdas karena program dan gawai konvensional tidak lagi bisa memenuhi kebutuhan mereka (Nimrod, 2019). Program televisi yang dianggap repetitif , dan tidak ada konten yang baru dan eksklusif (Dasgupta & Grover, 2019). Keterbatasan teknologi juga menjadi faktor yang membuat para informan berpindah menggunakan SVOD dari ponsel cerdas dalam mengonsumsi media Shade et al, 2015).…”

Section: Tipologi Tetapunclassified

See 2 more Smart Citations

Motivasi Milenial Menonton Layanan Streaming

Edwin

Irwansyah

2021

JKG

View full text Add to dashboard Cite

Ponsel cerdas semakin banyak digunakan untuk menonton subscription video-on-demand. Tingkat adopsi aktivitas ini pun sangat tinggi di kalangan kaum milenial di Indonesia. Ini memunculkan pertanyaan mengapa khalayak semakin terbiasa menonton SVOD di ponsel cerdas meski memiliki keterbatasan audiovisual dibandingkan televisi, laptop atau komputer. Penelitian ini bertujuan melihat apa kebutuhan-kebutuhan spesifik yang terpenuhi ketika khalayak mengonsumsi konten subscription video-on-demand (SVOD) melalui ponsel cerdas. Berlandaskan teori uses and gratifications, penelitian menggunakan pendekatan kualitatif dan strategi grounded theory. Berdasarkan wawancara dengan enam informan, ditemukan bahwa khalayak memiliki tipologi kebutuhan yakni informasi, mengisi waktu, pengalaman terkustomisasi dan media displacement. Muncul tipologi yang mengalami ekspansi yakni hiburan hedonistik/eudaimonik, pindah waktu/tempat, kenyamanan/relaksasi, dan pengalihan/pengalaman imersif. Sementara muncul tipologi yang belum ditemukan dalam penelitian sebelumnya, yaitu menonton maraton. Direkomendasikan untuk mengoperasionaliasikan tipologi-tipologi yang ditemukan secara kuantittif untuk penelitian selanjutnya. Smartphones are increasingly used to access videos, including subscription video-on-demand services. This is especially true among millennials, who are the primary adopters. This raises the question of why millennials watch SVOD through their smartphones when other wide-screened devices offer better audiovisual quality. This research aims to reveal the motivations satisfied by using uses and gratification theory through qualitative approach and grounded theory strategy. Based on in-depth interviews of six informants, we found classical UG typologies, namely Information and Passing Time, and typologies recurring in new media research, which are customized experienced and media displacement. The study also produced expanded typologies, including hedonistic/eudaimonic entertainment, time/place-shifting, comfort/relaxation, and diversion/immersive experience. Lastly, binge-watching was discovered to be an emergent typology. As this research analyzes data from one informant, the results cannot be generalized. Operationalizing these typologies by using a quantitative approach is recommended for future research.

show abstract

Section: Pendahuluanunclassified

Section: Tipologi Tetapunclassified

See 1 more Smart Citation

Motivasi Milenial Menonton Layanan Streaming

Edwin

Irwansyah

2021

JKG

View full text Add to dashboard Cite

show abstract

“…The research by Dasgupta and Grover (2019) talks about “the consumption patterns and adoptability factors of OTT among consumers.” The methodology that was used in their research extracted four aspects that lead to a probable success of an OTT platform. This being, namely, “convenience, mobility, content and subscription strategies.” The research claims that these aspects would ensure “higher engagement levels” for the OTT streaming content.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Big OTT service players are pouring in massive budgets on the marketing of their service to acquire and grab customer’s attention; the market for VOD is expected to grow exponentially in the near future, luring in customers using varied pricing strategies and sharing plans and cashing in big on the online presence (Dasgupta and Grover, 2019).…”

Section: Factors Under Studymentioning

confidence: 99%

Determination and ranking of factors that are important in selecting an over-the-top video platform service among millennial consumers

Koul

Ambekar

Hudnurkar

2020

IJIS

View full text Add to dashboard Cite

Purpose The purpose of this paper is to determine, rank and form composite relational factors that impact the millennial consumer’s mind-set when they opt for an access-based subscription of an over-the-top (OTT) platform service. In the competitive rising Indian market of OTT platforms, there is a need to understand what factors drive the subscription of a service for a company strategizing to build up on their customer base or for a company seeking to retain its customers. Design/methodology/approach The approach includes determining factors that impact the buying behavior of the consumer and have them ranked by the survey participants in order of their importance as a factor in considering a subscription of an OTT platform service. Questionnaire as a method is used for primary data collection in this research. Using “purposive sampling,” participants of the survey were determined based on their age group and current or historic consumption of at least one OTT platform service. The survey was conducted for the millennial viewership from Tier I and Tier II cities that have good internet connectivity over their mobile phones. Findings The result of this research is a ranking of factors based on their importance as perceived by the millennial consumers and then form composite factors, which have similarities in responses. Practical implications This research enables the consumers of the information to dwell on the factors that prove to be of comparative importance to the consumer and plan/forecast their strategies and further research studies accordingly. Originality/value A research along similar lines has been conducted for US-based OTT platforms. However, this research is specific for Indian consumers and platforms and holds significance because of growth in the Indian OTT market.

show abstract

More the merrier!! Understanding the effect of available content choices over willingness to pay for over‐the‐top subscriptions

Gupta,

Shrivastava,

Gupta‐Rawal

2023

Psychology and Marketing

View full text Add to dashboard Cite

Around the globe, the trend of cutting cable cords in favor of over‐the‐top media platforms has been rising tremendously. Further, the influx of different content is disrupting media consumption behavior. Underpinning the choice theory, this study investigates the effect of the availability of content choices on over‐the‐top platforms on users' subscription intention. Insights from the triangulation of marketplace evidence and interviews reveal that the availability of content choices leads to the willingness to pay for the content, which further leads to the subscription intention. The conceptual framework suggests that content affinity, reviews, and recommendations play a moderating role in suggested relationships. The three experimental studies validate that the role of content choices on subscription intention is mediated by the higher willingness to pay for the content only in the absence of negative platform‐related reviews and recommendations. Further, this study presents content strategies and suggested matrices for practitioners and paves the way for academicians to explore digital adoptions using choice theory for future research.

show abstract

Understanding Adoption Factors of Over-the-Top Video Services Among Millennial Consumers

Cited by 34 publications

References 0 publications

Motivasi Milenial Menonton Layanan Streaming

Motivasi Milenial Menonton Layanan Streaming

Determination and ranking of factors that are important in selecting an over-the-top video platform service among millennial consumers

More the merrier!! Understanding the effect of available content choices over willingness to pay for over‐the‐top subscriptions

Contact Info

Product

Resources

About