Exploring factors influencing Indian Consumer's Inclination to adopt OTT services: an Exploratory Analysis

Abstract

The internet's broad accessibility and advances in technology have affected many facets of our daily lives, rendering it a vital part of our activities. OTT platforms are continually growing in India solely due to the way they appeal to the Indian population, who actively use social media.

Industry 4.0 as well as Artificial Intelligence allows OTT providers to customize and personalize products and services according to consumer preferences, including their preferences and dislikes, as well as time spent on the platform. This study explores the variables that impact consumer acceptance of OTT platforms in India. The author performed exploratory factor analysis (EFA) to identify variables that impact OTT platform adoption. A self-designed questionnaire was employed to collect data from 250 targeted individuals, with 200 responding. After obtaining data, Cronbach's Alpha test is applied to validate that it is accurate and reliable. The author's conclusion contained suggestions and recommendations.