EXAMINING THE FACTORS INFLUENCING THE ADOPTION OF OVER-THE-- TOP (OTT) SERVICES AMONG INDIAN CONSUMERS

Abstract

Consumption habits have altered.In today's technologically advanced and system-enabled culture, People are relying more and more on mobiles and the Internet. Over-the-top (OTT) content is gradually gaining popularity in the current technically evolved world. OTT content has emerged among millennials as a freestanding entertainment philosophy, providing media and consumer consumption autonomy in the digital age where television cannot keep up with material. Viewers can now pick their pricing and content with complete control over the precise type and quantity of information they wish to see. A key change in how people watch television is the emergence of OTT.