Role of E-Business Driven OTT Platforms in Influencing Consumer’s Intention to Cut the Cable Cord

The research article focuses on the impact of the COVID-19 pandemic that contributed to a surge in cable cord-cutting in mature as well as emerging markets such as India. The objective of this study was to provide a detailed understanding of the motivating forces behind consumers’ intention to cut the cord of television cables. This research article has tried to examine the impact of four factors, namely, (a) perceived advantage, (b) perceived value, (c) perceived compatibility and (d) perceived substitutability on the intention of the consumers’ cord-cutting. The research data were collected from 186 Subscription Video on Demand subscribers by circulating an online questionnaire and administering Amos 23.0 for analysing the data. The data analysis result revealed that consumers’ intention for cord-cutting was influenced by perceived compatibility, perceived value, perceived advantage and perceived substitutability. This research study intends to provide direction to pay TV subscription providers to understand the factors that influence cord-cutting and to motivate consumers to retain a minimal subscription leading to cord-shaving.