Title: Consumers' perception and ranking of the significant factors for selecting an over-the-top video streaming platform

Authors: Vijay Kumar Sharma; Manish Kumar Dwivedi

Addresses: IMS Unison University, Dehradun, India ' Institute of Management Sciences (IMS), Lucknow University, Lucknow, India

Abstract: The study aims to explore, rank, and create composite relational factors that impact the consumers' decision to subscribe to an OTT platform and enable the OTT players to add new customers and retain existing customers in a stiffly competitive market. Exploratory factor analysis was conducted to explore the factors identified for making the constructs and test the validity and reliability through confirmatory factor analysis. Structural equation modelling was employed for testing the relationships between the variables. The outcome of the study showed that 'willingness to continue' is the most influential factor that comprises affordability of content, high engagement, and good marketing strategy whereas the 'OTT involvement' factor comprises emotional attachments, recommendation system, value for money, and free contents were considered as a less important factor by the consumers. The study would help the marketer to understand consumers' preferences by identifying various factors that influence them to make marketing decisions.

Keywords: over-the-top; OTT; OTT services; Indian OTT market; consumer behaviours; video streaming.

DOI: 10.1504/IJEMR.2025.148662

International Journal of Electronic Marketing and Retailing, 2025 Vol.16 No.5, pp.596 - 616

Received: 19 Dec 2022
Accepted: 21 Apr 2023
Published online: 18 Sep 2025 *

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