Title: Exploring the determinants influencing consumer behaviour towards over-the-top platforms based on the theory of consumption values

Authors: G. Nagasubramaniyan; Mary Kuriakose

Addresses: Department of Humanities and Social Sciences, National Institute of Technology, Tiruchirappalli, India ' Department of Humanities and Social Sciences, National Institute of Technology, Tiruchirappalli, India

Abstract: This study explored the determinants influencing consumer behaviour regarding the entertainment content delivered through over-the-top platforms (OTT), based on the theory of consumption value (TCV). Primary data collected through a sample survey using a structured questionnaire were used in obtaining underlying factors by conducting exploratory factor analysis (EFA). The targeted population was the young audience aged between 15 and 35. This study finds the functional value of OTT platforms and the social value associated with OTT platforms significantly influence the attitude and preferences of consumers towards OTT platforms. In addition, the distinguishing characteristic features such as personalisation of content, binge-watching, offline viewing, early viewing, and free subscription plans encourage consumers to adopt OTT platforms for accessing entertainment content. Accordingly, the findings of this exploratory research highlight the scope of future research to study consumer behaviour regarding digital entertainment content consumption and the strategies to establish subscription-based business models.

Keywords: media displacement; over-the-top platforms; consumer behaviour; functional value; social value; binge watching; subscription-based business models; personalisation.

DOI: 10.1504/IJBIR.2026.153951

International Journal of Business Innovation and Research, 2026 Vol.40 No.2, pp.208 - 224

Received: 09 Feb 2023
Accepted: 11 Mar 2023
Published online: 09 Jun 2026 *

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