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This paper aims to examine the dramatically different markets for over-the-top (OTT) TV services that have emerged in the USA, and other leading markets such as Japan and Korea. Whereas OTT TV services emerged as extensions of mainstream audiovisual providers in Korea and Japan, further entrenching their dominance, they emerged in the USA as market-disrupting newcomers such as Netflix. This paper seeks to explain why, putting forward four explanations: lower resistance to disruptive innovation in public TV dominant systems; higher production costs; lower penetration of broadband-capable devices; and more expensive mobile pricing plans.

This comparative case study examines news and trade press articles, industry surveys and government reports to identify the reasons behind these contrasting experiences of Japan, South Korea and the USA in the deployment of OTT TV services.

To explain why events in the three countries took such dramatically different paths, four explanations were put forward, all complementing one another: lower resistance to disruptive innovation in public TV dominant systems; higher audiovisual production costs in the USA making market-disruptive moves to new technological platforms more risky; lower penetration of broadband-capable devices reducing the profit potential of new OTT-based platforms; and more expensive mobile pricing plans, making it harder for users to access OTT content.

The global trend in the growth of OTT TV services masks significant differences in growth trends and business initiatives at the national level. This paper aims to examine and understand why OTT TV services have shown such different patterns across countries.

The purpose of this study was to empirically investigate the role of e-service quality factors in predicting e-satisfaction. The study context was spirituality and well-being over-the-top services. The e-service quality factors consisted of perceived functional completeness, perceived performance, perceived quality of interface and interaction, perceived quality of content and information and perceived quality of customer support. The study goal was to ascertain over-the-top services customers’ behavioral intention toward upgrading to premium subscription and the spread of electronic word of mouth.

This study was based upon the integrated stimulus-organism-response framework where e-service quality represented the stimulus, e-satisfaction the organism, behavioral intention and electronic word of mouth as the response. The study used a moderated-mediation approach with e-satisfaction as the mediator and the price value of a premium subscription as the moderator. To empirically test the model, the authors collected data from 312 spirituality and well-being over-the-top services users in India. Partial least squares-structured equation modeling was used to analyze the collected data.

The findings of the study supported the association between e-service quality factors and e-satisfaction while using spirituality and well-being over-the-top service. The results furthermore indicated that satisfied spirituality and well-being over-the-top customers were willing to upgrade to the premium subscription and spread favorable electronic word of mouth. The moderated-mediation study results revealed that the price value of premium subscriptions moderated the relationship between e-service quality and e-satisfaction but did not moderate the relationship between e-satisfaction and behavioral intention, and e-satisfaction and electronic word of mouth.

This study offered a comprehensive stimulus-organism-response theoretical model by using the five e-service quality measurement factors as “stimuli” for motivating the internal state of spirituality and well-being over-the-top subscribers. This was toward sustained usage in over-the-top services subsequent to the end of the freemium period. Furthermore, in this study, both e-service quality theory and user satisfaction theory were integrated into the stimulus-organism-response model. This helped to better comprehend the impact of e-service quality factors in driving e-satisfaction among spirituality and well-being over-the-top service users.

This study revealed the significance of differentiating premium over-the-top subscriptions based on price value. To ensure a high level of e-satisfaction from a premium subscription, a greater emphasis on the e-service quality dimensions was required. This study provided insights to managers regarding the role of favorable electronic word of mouth in fostering effective customer acquisition.

This was one of the first studies which concurrently integrated perceived value of the premium subscription and e-satisfaction with customers’ behavioral intention and electronic word of mouth through the theoretical lens of stimulus-organism-response.

This study aims to investigate how sports customers adopted over-the-top (OTT) services to consume sport content. Inspired by the technology acceptance model (TAM), the study aims to understand users' behavior when consuming sporting events and users' perceptions toward OTT services.

The participants of the study are Chinese sports consumers that use streaming services to watch live sport content. An online survey was distributed through HUPU Sports, a Chinese online communication community where sports fans can share opinions. To make sure all responses qualified to take part in the study, skip logic questions were added at the beginning of the questionnaire to ask participants to answer whether they used streaming services for watching sports. A total of 352 responses were received and there were 327 useable questionnaires.

The results revealed that viewing convenience, free of commercials and viewing quality were the main reasons impacting them to adopt OTT services. In terms of users' perceptions, paid users rated higher in perceived enjoyment, perceived value, perceived usefulness (PU) and ease of use than nonpaid users. OTT users' fandom and PU could predict the time the users spent on using these services, while the users' fandom and perceived value are positively related to the money users spent on these services. In addition, this study also found that users' fandom, perceived value, content quality, and ease of use are positively associated with users' intention to continue to use the service.

The study is one of the first attempts to explore how sports audiences adopted OTT services to consume sport content and explore the audiences' perceptions toward OTT usage. Previous studies have already investigated how users adopted music streaming services (Fernandes and Guerra, 2019) and other online streaming services (Shin and Park, 2021), but little attention has been given to sports streaming services specifically. Therefore, the findings of the study fill the gap in the extant knowledge of sport consumers' behavior and provide more insights to their online behaviors. Moreover, the authors also contribute to the growing digital media literature by advancing our understanding perceptional differences between paid users and unpaid users. The streaming services literature has primarily focused on general users (Fernandes and Guerra, 2019), but the services neglect to understand the differences in between paid and unpaid users.

This paper aims to analyse how the top over-the-top (OTT) platform is becoming a preferred source of entertainment amongst young consumers over traditional Pay TV service (Cable TV/DTH) in India and what factors play a vital role in such preferences along with gamification of content. The study follows the theoretical framework of use and gratifications theory and Niche analysis.

The study establishes a conceptual framework of understanding the preference of consumers, which triggers the shift from old media to new. This research develops an approach to understanding the relevant implications in responses of consumers through a structured online survey conducted amongst different age groups by applying exploratory and confirmatory factor analysis. To further comprehend the relations between measured variables and constructs, the statistical technique is incorporated, i.e. logistic regression.

Empirical results and discussion insinuated the five factors which affect consumers’ choices concerning entertainment i.e. content and viewing behaviour, expenses incurred on services, shifts influenced by offerings/incentives, convenience and telecom. Logistic regression validated the strength of these factors which made content and viewing behaviour, expenses incurred on services and convenience the three most important factors.

This study analyses the driving factors that are revolutionising the entertainment industry and can be applied in designing a comfortable and engaging experience for a consumer in the future.

This research is original in nature and the findings of this study are valuable for online streaming services, video-on-demand services, Cable TV operators and entertainment content producers.

Over-the-top (OTT) services, which provide streaming media through all devices in online setting, have surpassed the traditional content providers in the market. However, there is still no clear empirical evidence that indicates what recommendation agent values affect the users' search experience while using the OTT services and how it leads to continuous subscription. To address this gap, this study aims to examine recommendation agent values influencing search experience, which in turn affects decision satisfaction and continuance intention.

This study empirically develops and tests a research model with data obtained from 212 survey respondents in Korea. Structural equation modeling with partial least square approach was used to analyze the data.

(1) Recommendation agent variables such as match score accuracy, recommended content variety and thumbnail image appeal affect search experience variables such as perceived diagnosticity and perceived serendipity; (2) perceived diagnosticity and perceived serendipity of search experience increase decision satisfaction; and (3) decision satisfaction increases intention to continue to subscribe to OTT services.

Despite the widespread use of recommendation agents in OTT services, limited attention has been paid to understand what specific values of recommendation agents lead subscribers to continue their subscription. The findings of this study clarify subscribers' continuous subscription behavior in OTT services in terms of the recommendation agent values and search experience perspective.

The purpose of this paper is to determine, rank and form composite relational factors that impact the millennial consumer’s mind-set when they opt for an access-based subscription of an over-the-top (OTT) platform service. In the competitive rising Indian market of OTT platforms, there is a need to understand what factors drive the subscription of a service for a company strategizing to build up on their customer base or for a company seeking to retain its customers.

The approach includes determining factors that impact the buying behavior of the consumer and have them ranked by the survey participants in order of their importance as a factor in considering a subscription of an OTT platform service. Questionnaire as a method is used for primary data collection in this research. Using “purposive sampling,” participants of the survey were determined based on their age group and current or historic consumption of at least one OTT platform service. The survey was conducted for the millennial viewership from Tier I and Tier II cities that have good internet connectivity over their mobile phones.

The result of this research is a ranking of factors based on their importance as perceived by the millennial consumers and then form composite factors, which have similarities in responses.

This research enables the consumers of the information to dwell on the factors that prove to be of comparative importance to the consumer and plan/forecast their strategies and further research studies accordingly.

A research along similar lines has been conducted for US-based OTT platforms. However, this research is specific for Indian consumers and platforms and holds significance because of growth in the Indian OTT market.

The purpose of this paper is to examine current trends in over the top (OTT) research through bibliometric analysis of Scopus and Web of Science indexed publications. This study attempted to identify the thrust areas that may be addressed through future research initiatives.

This study included bibliometric analysis of research articles published on OTT domain for a time period ranging from 2011 to 2021. The authors were able to extract 137 unique articles from selected databases with inclusion criteria limited to social sciences only. The retrieved data is then analyzed using the R studio and VoSviewer user interfaces. Finally, discussions on citations, keywords, authors and source contributions toward the development of field were presented using descriptive and visual displays.

OTT as a research theme has gained wider acceptance recently. However, there is a scarcity of studies on the subject. The authors discovered that previous studies in the field had focused on technological aspects of the domain thus leaving a plethora of opportunities for future researchers to explore. In this regard, the findings enlisted few unexplored domains specific to OTT that require immediate attention of the researchers and stakeholders. It was suggested to investigate the field from marketing, behavioral, regulatory, social and quality aspects so as to broaden its scope.

To the best of the authors’ knowledge, this is going to be the first bibliometric study ever conducted on OTT research. This study may be considered unique in identifying current trends in OTT research and recommending a course of action for future researchers.

Extant literature in Video on Demand (VoD) has taken the consumer perspective; however, the stakeholder perspective is largely neglected. This paper aims to fill this gap by understanding the strategies to enhance the experience and engage customers from the supplier’s point of view. The purpose of the study is to identify and analyse strategies adopted by over-the-top (OTT) platforms that ensure consumer loyalty in the VoD space.

Using a qualitative approach and inductive qualitative design, the authors interviewed 16 industry experts associated with OTT platforms in India and people handling various marketing-related positions. Data collected included topics related to industry landscape, the value created for a customer, consumer experience, engagement and platform stickiness. Thematic analysis was used to find meaningful semantic elements.

This study has found that consumer experience, content differentiation, consumer sense-making and engagement and platform extension as value enhancers as the key strategies been adopted in the Indian context, thereby leading to a platform’s stickiness.

This research offers insights to policymakers of content, digital platforms, media practitioners and managers that are drawing consumers influenced by platform strategies.

This research provides insights to content policy makers, digital platform leaders, media practitioners, and managers who are influencing consumers through platform strategies.

The research could help entrepreneurs and marketers understand the perspectives of stakeholders in the VoD industry in India.

The study encourages researchers to explore the concept of stickiness, which may or may not be equivalent to loyalty. It is important to focus on quality, frequency, and regular reminders to help customers return to the same platform in the short term.

This study aims to investigate solutions to answer several questions regarding the direct influence of the respond to environmental turbulence (ET) on firm performance (FP) and indirectly through business model transformation (BMT) on telecommunication internet service provider (ISP) in Indonesia. Furthermore, given the importance of telecommunication services for Indonesia to continue developing amid volatility, uncertainty, complexity and ambiguity, technology disruption impacts the telecommunication business. Also, investigating the relationship between BMT and FP simultaneously by embracing ET. Referring to the phenomena above, it is necessary to analyze what factors affect company performance. Therefore, this study aims to examine the effect of ET on FP, the effect of ET on BMT and the effect of ET on FP through BMT.

This study surveyed 239 ISPs in Indonesia through their top-level management representatives. In addition, this study analyzed the overall model good of fit and causal relationship using confirmatory factor analysis and structural equation modeling. This type of research is verification research. This study takes a quantitative approach by measuring the sample variables built on the construct and representing the study population. Verification research aims to test answers to several research questions regarding ET variables, BMT and company performance. The data are primarily collected through questionnaires distributed online. Respondents are the top management of every ISP organization and company as the unit analysis in this study. Of the 298 questionnaires distributed, 239 valid responses (80.2%) were obtained using the cross-sectional time method, and samples that met these criteria were carried out using a simple random sampling technique. This study uses a multivariant measure in measuring construct dimensions. All items have been rated on a five-point Likert scale ranging from 1 (“strongly disagree”) to 5 (“strongly agree”).

The results prove that responding to ET does not directly affect FP but indirectly affects FP through BMT. Thus, solutions to improve FP rely on BMT and build by developing responses to ET. The author finds that novelty BMT design is significantly related to what factors drive the business transformation towards achieving performance. Although, this study also finds that BMT positively mediates the relationship between ET to influence performance. ET alone is no longer adequate, and organizations need to revamp the BMT to achieve FP. The organization needs to leverage ET to respond to a shifting basis of competition and create a creative strategy to bring unserved customer segments and offer a high value for customer experience. This study also contributed to the movement of research trends targeted at BMT. This study provides an appropriate riposte for quantitative empirical studies that elucidate the correlation between BMT and FP by simultaneously embracing and managing ET. The relationship between BMT and the factors that support it will be higher comprehend when contextualized. This paper finds different designs and impacts of BMT on business transformation results that culminate in firm business performance as it faces an uncertain business environment that grows dynamically. Although this novelty is important, the authors found no support for effectiveness. However, this study highlights the robustness of the important factors that drive BMT to work effectively to improve business performance.

This research using the cross-sectional approach, thus cannot capture behavior over a period, might miss seizing the dynamic variable over an extensive period. Longitudinal studies can provide broader findings, especially by capturing the results of various dynamics levels in a certain period, and can analyze the causal relationship between variables in various time conditions. This research data was collected based on the provisions before COVID-19. Therefore, in the future, it may be useful to understand if there are differences in results during COVID-19. Further, researchers advise examining specific pandemic contingency factors as moderating variables for the current research model.

This study provides the implications of three factors such as: theoretical aspect: enriches the contingency theory view with RBV integrated industrial organization approach: systematically share organization to manage the business transformation based on the situation environment. This research contributes to leveraging contingency theory and dynamic capability theory by presenting organizational interactions that adapt to changes caused by ET changes in internal and based on external situations. Managerial aspect: This study provides managers with a comprehensive perspective on enhancing strategic dynamics by understanding and developing capabilities adapted from dynamic markets. Besides, regulation is an important driving factor for business continuity. Adaptive regulation is predictive in nature and anticipates various future changes in line with business developments in the 4.0 era. Investigating a set of antecedents of ET in changing business models has highlighted the importance of complementarity as a critical factor in developing future research. Regulatory aspect: Telecommunication regulations must be able to predict, anticipate and respond to challenges of technological development and the needs of society; involving practitioners who are competent in drafting regulations (fair business competition); involving independent bodies in carrying out regulations and regulations do not need to regulate technical details related to technology details because technology changes rapidly. Therefore, another recommendation for the managerial is managers need to improve skills to build ET strategic competencies on strategic resource flexibility, adapt to rapid changes and increase insight into opportunities associated with strategy implementation. Managers require developing a team that acts as a creative change agent to identify and predict unstable business conditions and harmonize changes from uncertainty in implementing policies and regulations. Managers must apply their leadership style effectively to appropriate situations to adapt to the effects of changing markets, regulations and competitors.

Telecommunication regulations expect to answer the global community’s needs that have developed into a networked civil society via the internet, answering the community’s needs, not just to follow trends and technological speeds. The implication of research on regulators requires the need to quickly formulate new regulations because the lengthy process of drafting regulations will result in unclear rules of play between stakeholders involved in business and communication technology.

This study extends the contingency theory and dynamic capabilities through organizational interactions, collaborative with RBV theory, and this study also extends previous research on business model innovation. Respond to ET alone cannot face unpredictable business turbulence. Organizations need to revamp the business model to achieve performance and examine BMT’s central role as unique to the service context and distinct from the more studied innovation process. This study highlights the strength of the critical factors that drive the BMT to work effectively to improve business performance, which shows the importance of paradigm-shifting innovation through empirical studies that explain the correlation between BMT and FP while embracing response to ET.

With over-the-top (OTT) streaming services rapidly transforming the media industry and saturating the market, the authors' study seeks to enrich the goal-directed behaviour model by exploring how perceived risks and descriptive norms influence OTT consumption.

Survey data from OTT subscribers were collected online to assess their risk behaviours. The 353 responses obtained were analysed with SmartPLS, validating the structural equation modelling (SEM) through structural and measurement model verification.

The authors' findings illustrate that descriptive norm, perceived behavioural control, as well as positive and negative anticipated emotion (NEM) and attitude, contribute positively to the desire to engage with OTT streaming services. Interestingly, the authors' study contradicts common assumptions, revealing that subjective norms do not significantly impact the propensity to utilise OTT services. This counterintuitive finding necessitates a reconsideration of prevalent theories and contributes to a nuanced understanding of OTT adoption determinants.

The data gathering for this study were conducted from the perspective of a single nation. Therefore, caution must be exercised when generalising this study's results.

The practical ramifications of this research are vast, providing OTT service providers and marketers with actionable insights to maximise user engagement and navigate perceived risks related to OTT service adoption and consumption.

This study's exploration of perceived risks and descriptive norms enhances the goal-directed behaviour model's breadth, facilitating a holistic comprehension of the constructs shaping OTT consumption behaviours. It would be the first attempt to combine perceptual, affective and behavioural factors and perceived risks to understand the user's predisposition to engage in OTT streaming services.