Consumers are increasingly moving from traditional television to Over-The-Top (OTT)
streaming platforms. Although OTT platforms are widely used, people's interactions with …

Purpose COVID-19 preventive measures disrupted the media and entertainment business
ecosystem, increased over the top (OTT) consumption, brought new OTT players, thus …

With growing digitization, the challenge for marketers is to understand how consumers
consuming Over-The-Top (OTT) content adopt and consume messages in this format …

The paper aims at identifying factors that stimulates the customers to adopt and use OTT
video streaming platforms in India by applying unified theory of acceptance and use of …

Purpose The purpose of this paper is to identify and predict the key factors that influenced
the usage intention of over the top (OTT) services by consumers. This was done by applying …

Omnichannel retailing and post-pandemic recovery: building a research agenda | Emerald
Insight Books and journals Case studies Expert Briefings Open Access Publish with us …

ABSTRACT COVID-19 is an unprecedented global pandemic which has changed the way
audience consume media. An undeniable trend surfaced in this period–adoption of OTTs …

This study attempts to understand the factors affecting usage intention, actual use,
satisfaction, perceived trust, and commitment to over-the-top (OTT) platforms. A research …

Recently, the advent of over-the-top (OTT) platforms had disrupted users' viewing behaviour
through technological advancement and personal adaptations impacting conventional TV …

As consumers' interest in over-the-top (OTT) platforms has been increasing, we thoroughly
examined the factors affecting the continuous usage intention of OTT services using the dual …