PIVOTAL ELEMENTS SHAPING USER'S ACCEPTANCE OF OTT PLATFORMS

Abstract

The hottest entertainment platforms hitting the market are streaming services that are accessible online. Since millions of Indians continues employing Smartphone, the primary objective is to investigate the widespread use and impacts of streaming sites on viewers in India.  The topic of this research had been selected due to the passionate movement in consumers, away from conventional television viewing towards OTT streaming services because of the development of digital platforms. As the viewers feel (exhausted, guilty, cheerful, worried, disappointed, etc.) after watching web shows. Digital platforms are an innovative form of online medium where adultery-related stuff is less restricted. The data was collected from the Haryana region considering the age group between 18 – 55 years.