Peer-reviewed
Factors affecting consumers’ willingness to subscribe to over-the-top (OTT) video streaming services in India
The introduction of Over-the-Top (OTT) video streaming services through national and international providers like Netflix, Amazon Prime, etc. has changed consumer behaviour towards entertainment subscription. The study aims to identify the reasons for subscribing and not subscribing to OTT services. The main objective is to test the factors affecting consumers' OTT subscription decisions
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