Factors driving the continued use of over the top (OTT) media platforms
<p>As over the top
(OTT) media platforms continue to gain market share and disrupt traditional linear
broadcasters, This has lead academic, business leaders and legislators to consider if
conventional marketing and information system models can explain continued use
intentions for OTT media platforms. While the adoption
of technology is crucial to the success of an enterprise, it is continued use
that determines the long term sustainability of an enterprise. Understanding
the factors that drive continued use intentions of OTT media platforms is crucial for
developing long-standing sustainable and loyal relationships with customers. </p>
<p> </p>
<p>Video-on-demand
platforms like YouTube, Showmax, Amazon and Netflix continue to disrupt
traditional linear broadcasters and are continuously altering the TV and video marketplace
and value chains. These OTT media platforms are altering consumer viewing trends,
moving away from TV schedules prescribed and dictated by traditional
broadcasters, resulting in time-shifted viewing. These changes are no longer
limited to time-shifted viewing; consumers are increasingly in control of when
and how they view video content, resulting in fragmented viewing patterns,
significantly impacting mass media models relied on by the advertising industry.</p>
<p> </p>
<p>The results of this quantitative study indicate that the proposed model for continued use explains 69
percent of the variation in continued use intentions. The findings indicate
that consumers are multihoming and using multiple competing platforms,
concurrently, which is inconsistent with conventional marketing and IS theory
that consumers adopt and use only one competing product. Findings also indicate
that the presence of a competing product impacts user continuance intentions,
habit and satisfaction. However, the impact size was insignificant for
intentions and satisfaction.</p>
<p> </p>
