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

Authors: Vijay Kumar Sharma; Harish Kumar; Himanshu Mahobia

Addresses: IMS Unison University, Dehradun, Uttarakhand 248009, India ' Indian Institute of Management Kashipur, Uttarakhand 244713, India ' IMS Unison University, Dehradun, Uttarakhand 248009, India

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.

Keywords: over-the-top; OTT; OTT content; consumers' willingness; OTT services; total interpretive structural modelling; TISM.

DOI: 10.1504/IJECRM.2023.131080

International Journal of Electronic Customer Relationship Management, 2023 Vol.14 No.1, pp.61 - 82

Received: 27 Dec 2022
Accepted: 07 Mar 2023
Published online: 24 May 2023 *

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