A Study on Digitized Entertainment: Factors Influencing Consumer Adoption of OTT Platforms

The rise of digital technology has transformed how people consume and enjoy entertainment. In recent years, Over-The-Top (OTT) platforms have gained significant popularity by enabling consumers to access movies, web series, TV shows, and other digital content from any location at any time. This study aims to understand the factors that drive consumers to adopt and utilize OTT platforms. The study investigates various factors, including content quality, content variety, subscription cost, convenience, accessibility, streaming quality, personalized recommendations, and ease of use. These factors can shape consumer preferences, satisfaction levels, and the likelihood of continued use of OTT services. The study also examines how shifts in entertainment habits, alongside the rising adoption of smartphones and internet services, have driven the expansion of OTT platforms. This study draws on consumer responses and opinions concerning their OTT usage and preferences. The findings are anticipated to offer deeper insights into the factors that drive consumer choices when selecting an OTT platform. The study could also assist OTT service providers in better understanding consumer expectations and enhancing their content, pricing strategies, and overall user experience. In summary, the study underscores the increasing significance of digital entertainment and identifies the key drivers behind consumer adoption of OTT platforms within an evolving media landscape.