Predicting adoption of Subscription based services: A study of OTT platforms in India

Abstract

Over the Top [OTT] media based subscription services are changing the way people watch entertainment content.This study intent to examine the adoption determinants of such subscription based OTT Platforms for Indian customers in a technology acceptanceframework. The empirical statistics validates the adopted modelstructure. The analytic statistics showed that attitude coupled with subjective norms indeed influence behavioural intention to subscribe such service, whereas the effect of some other components was not significant.Future researchers are encouraged to corroboratethe revised model to effectively validate the proposed acceptance structure across varied contexts. The study provides practical implications to consider the antecedents behind adoption of subscribing an OTT system by the consumers.