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June 12, 2026International Journal of Business Innovation and Research

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

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Authors

GNG. NagasubramaniyanNational Institute of Technology TiruchirappalliMKMary KuriakoseNational Institute of Technology Tiruchirappalli

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Implication

Exploratory research examines factors affecting consumer attitudes towards OTT platforms, suggesting implications for business models.

Key Points

  • This research aims to identify the factors influencing consumer behavior towards entertainment content on OTT platforms.
  • Sample survey conducted with a structured questionnaire
  • Exploratory factor analysis performed on collected data
  • Target population consisted of young individuals aged 15 to 35
  • Functional value and social value of OTT platforms significantly impact consumer attitudes
  • Features like personalization, binge-watching, and free subscription plans encourage OTT adoption
  • Findings suggest avenues for future research on consumer behavior and subscription-based models

Cite This Study

Nagasubramaniyan et al. (2026) studied this question.

synapsesocial.com/papers/6a2ba2c18101cf8926f01b0fhttps://doi.org/10.1504/ijbir.2026.153951
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  1. 1Streaming Preferences: Exploring Consumer Perspectives and Experiences on OTT Platforms2024 · 2 citations
  2. 2Determinants of growth and sustained adoption of OTT platforms in India: a technology acceptance and uses and gratifications perspective2026
  3. 3STUDY ON THE CONSUMPTIOM IMPACT OF THE OTT PLATFORM AMONG YOUTH2024
  4. 4Antecedents for customer satisfaction and willingness to subscribe over-the-top services post the pandemic in India2025
  5. 5Antecedents for customer satisfaction and willingness to subscribe over-the-top services post the pandemic in India2025 · 1 citations