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Consumption of OTT Media Streaming in COVID-19 Lockdown: Insights from PLS Analysis

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  • Garima Gupta
  • Komal Singharia

Abstract

In light of the current ecosystem of technological advancements in telecommunication and enhanced capability of devices, the present work brings to the fore the changes in consumers’ media consumption. The shift from conventional media to over-the-top (OTT) media, particularly in the lockdown period due to the COVID-19, has resulted in a war between streaming service providers to attract and retain customers. In the light of this change, the present study conducts partial least squares structural equation modeling (PLS-SEM) analysis to examine the impact of two key antecedents, namely, customer engagement (CE) and quality of service experience (QoSE) for their impact on users’ willingness to continue and subscribe (WCS) streaming services in future. The paper also delves into the indirect role of satisfaction and habit in affecting the aforesaid linkages. With the world facing the impact of the pandemic, the implications emerging from the study present an opportunity to the providers of OTT platforms to capitalize on the perceived change to the best of their advantage.

Suggested Citation

  • Garima Gupta & Komal Singharia, 2021. "Consumption of OTT Media Streaming in COVID-19 Lockdown: Insights from PLS Analysis," Vision, , vol. 25(1), pages 36-46, March.
    • Handle: RePEc:sae:vision:v:25:y:2021:i:1:p:36-46
    DOI: 10.1177/0972262921989118
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    4. Park, Subin & Lee, Jongsu & Kim, Junghun, 2024. "Exploring the fittest choice model for consumer preference analysis on over-the-top service," Technology in Society, Elsevier, vol. 76(C).
    5. Saurabh Verma & Sunil Kumar Yadav, 2023. "The Antecedents of Consumer Satisfaction Toward OTT Platforms During COVID-19 Lockdown in India," Jindal Journal of Business Research, , vol. 12(1), pages 30-43, June.
    6. Peter James Wainaina & Dr. Henry Nkoru Nabea & Prof. Kyalo Wa Ngula, 2024. "Citizen TV’s Viusasa: A Tool for Encouraging Local Content Creators," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(8), pages 2313-2325, August.
    7. Bhubaneswari Bisoyi & Vivek Mishra & Biswajit Das & Ipseeta Satpathy, 2024. "Role of E-Business Driven OTT Platforms in Influencing Consumer’s Intention to Cut the Cable Cord," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 49(1), pages 82-96, February.
    8. Daniel Javier de la Garza Montemayor & Daniel Barredo Ibáñez & Mayra Elizabeth Brosig Rodríguez, 2023. "Digital Habits of Users in the Post-Pandemic Context: A Study on the Transition of Mexican Internet and Media Users from the Monterrey Metropolitan Area," Societies, MDPI, vol. 13(3), pages 1-12, March.
    9. Deepti Sinha & Sachin Sinha & Nidhi Phutela & Priya Grover, 2024. "OTT Enchantment: Decoding the Secret of Millennial’s Subscription Intentions," International Review of Management and Marketing, Econjournals, vol. 14(6), pages 119-130, October.

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