The New Era Of Entertainment: Factors Influencing Ott Streaming Adoption

Abstract

The advent of internet access has revolutionized media communication, forever altering the landscape for mobile carriers and Pay-TV companies. There has been an increasing amount of research focused on this emerging trend in the media and entertainment industry. Nevertheless, a significant portion of this research is not well-organized or categorized, and there seems to be a pattern of starting from scratch with each new study. Therefore, it is crucial to evaluate the existing understanding in this field. In today's fast-paced world, consumers have come to expect personalised content that is readily available to them at any time and place. This shift in expectations has been driven by companies like Uber and Airbnb, who have revolutionised the way we access services on demand. As a result, entertainment and media companies, as well as the entire value chain from content production to aggregation and distribution, are experiencing significant transformations in this direct-to-consumer (D2C) environment. The change in media consumption is primarily caused by the increasing popularity of Internet-driven, over-the-top (OTT) streaming platforms that bypass the traditional distribution channels. This literature review is the initial exploration in the field of over-the-top media, aiming to uncover the various factors that have an impact on streaming platforms. Various factors were considered, such as the content offered, pricing, flexibility, convenience, perceived usefulness, enjoyment, desire for freedom, entertainment value, socialisation, cultural inclusion, binge-watching, and self-efficacy. These factors contribute to the adoption of OTT streaming platforms.