Customers’ Willingness to Use New OTT Media Platforms in India

Digital platforms have transformed businesses. Over-The-Top (OTT) platforms, for example, Netflix, Amazon Prime, Google enter the entertainment industries. As a result, existing media players imported this concept to develop their own OTT Media Platforms (OMP). With the supportive environment, OMP has grown many folds for instance, in India, there are almost 40 different OTT platforms. OMPs are competing for new markets, new customers, technologies, and sustaining existing businesses. Therefore, to sustain and grow in this competitive field, OMP should understand customers’ preferences and factors to grow businesses. This study investigates the customers’ Willingness to Use New OTT Media Platforms (WUNO). The study is based on the survey results of 1310 respondents from 11 Indian states. Willing to use new OMP (WUNO) is influenced by the content, subscription, age, language, time spend on OMP, and current usage on OMP. Individual choices and OMP features characterize the current usage and WUNO. Usage is preferred when OMP features are presented as a combination of the WUNO model and personalized as per the customers. The study findings are useful for the existing and new OTT platforms. It is contributing to the literature of OTT media  platforms.