Title: Digital transformation in entertainment: identifying key adoption factors using univariate ANOVA

Authors: Rajneesh Ahlawat; Preeti Ahlawat; Renu Tanwar

Addresses: Department of Business Administration, Chaudhary Devi Lal University, Sirsa, Haryana, 125055, India ' Department of Business Administration, Chaudhary Devi Lal University, Sirsa, Haryana, 125055, India ' Department of Business Administration, Chaudhary Devi Lal University, Sirsa, Haryana, 125055, India

Abstract: This research aims to discover and analyse the main factors that determine consumer's intent to use over-the-top' (OTT) platforms. This was accomplished using the (general linear model) univariate analysis. A survey questionnaire and Google Forms were used to examine the proposed motivation factors for OTT platform adoption. The research was carried out in Delhi NCR. A total of 304 responses were examined and analysed using univariate ANOVA analysis. The study findings indicate the restrictions imposed by the COVID-19 epidemic have had a major effect on the widespread adoption of OTT platforms in India. The majority of the Indian audience favours OTT platforms due to their compatibility with various delivery platforms such as smartphones, PC/laptops, and smart TVs. Reliance-Jio and Airtel are identified as the key drivers for the rapid growth of OTT (smartphones) in India. They achieve this by offering affordable internet bandwidth and bundled OTT packages.

Keywords: OTT platforms; streaming services; adoption; Netflix; media and entertainment; Amazon Prime; COVID-19; Smartphones; consumer behaviour; Disney+Hotstar.

DOI: 10.1504/IJENTTM.2025.144557

International Journal of Entertainment Technology and Management, 2025 Vol.2 No.1, pp.55 - 82

Received: 08 Sep 2024
Accepted: 06 Dec 2024
Published online: 19 Feb 2025 *

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