Title: The moderating role of demographic factors on OTT platform selection by consumers: an application of the revised UTAUT2

Authors: Manoj Kumar Mishra; Nidhi Sharma; Disha Garg

Addresses: Marwadi University, Rajkot-Morbi Road, Rajkot 360 003 Gujarat, India ' Rukmini Devi Institute of Advanced Studies, New Delhi, India ' Rukmini Devi Institute of Advanced Studies, New Delhi, India

Abstract: Digitisation has changed and revolutionised the way we consume and access content. The audiences' consumption patterns significantly shifted due to the increased use of the internet. This shift led the key persons to develop inventive plans and a platform on which content can be distributed. One such addition was over-the-top (OTT) video streaming services that have led to the availability of the content directly from the content provider to the consumer. Using two prevalent technology theories UTAUT2 and the unified theory of acceptance paradigm, the current research intends to uncover the determinants that influence consumers' adoption and usage of video OTT service platforms in the Indian scenario. The study collects data from 300 users of OTT platforms in India. The study's findings will assist managers in grasping and developing various approaches for the users of different OTT platforms for video streaming.

Keywords: OTT platforms; video streaming; adoption; consumers; UTAUT2; behavioural intention; BI.

DOI: 10.1504/IJBEM.2025.142927

International Journal of Business and Emerging Markets, 2025 Vol.17 No.1, pp.107 - 128

Received: 26 May 2022
Accepted: 12 Apr 2023
Published online: 02 Dec 2024 *

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