{"title":"Uses and Gratifications of Over-the-Top (OTT) Video Streaming Platforms in India: Predictors of User’s Affinity, Satisfaction and Cord-Cutting","authors":"Devadas Menon","doi":"10.1177/09732586241240392","DOIUrl":null,"url":null,"abstract":"Over-the-top (OTT) platforms have changed how people watch television due to technological affordance and interactivity. With the theoretical framework of the uses and gratifications theory ( N = 421), this study identified eight motivational factors for OTT viewing: convenient navigability, improved viewing experience, entertainment, relaxation, social interaction, companionship, voyeurism and information seeking. Some of the study’s prominent findings were: convenient navigability, improved viewing experience, entertainment and voyeurism were positive predictors of OTT affinity; Entertainment, voyeurism and information-seeking gratifications positively predicted satisfaction with the OTT, while convenient navigability negatively predicted satisfaction; Convenient navigability, improved viewing experience, entertainment and relaxation gratifications along with interactivity and viewing levels positively predicted the intention to cord-cut.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5000,"publicationDate":"2024-05-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Creative Communications","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09732586241240392","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 0
Abstract
Over-the-top (OTT) platforms have changed how people watch television due to technological affordance and interactivity. With the theoretical framework of the uses and gratifications theory ( N = 421), this study identified eight motivational factors for OTT viewing: convenient navigability, improved viewing experience, entertainment, relaxation, social interaction, companionship, voyeurism and information seeking. Some of the study’s prominent findings were: convenient navigability, improved viewing experience, entertainment and voyeurism were positive predictors of OTT affinity; Entertainment, voyeurism and information-seeking gratifications positively predicted satisfaction with the OTT, while convenient navigability negatively predicted satisfaction; Convenient navigability, improved viewing experience, entertainment and relaxation gratifications along with interactivity and viewing levels positively predicted the intention to cord-cut.
OTT（Over-the-top）平台因其技术优势和互动性改变了人们观看电视的方式。在使用和满足理论（N = 421）的理论框架下，本研究确定了 OTT 观看的八个动机因素：便捷的导航性、改善的观看体验、娱乐、放松、社交互动、陪伴、窥淫癖和信息寻求。研究的一些重要发现包括：便捷的导航性、改善的观看体验、娱乐性和窥淫癖是 OTT 亲和力的积极预测因素；娱乐性、窥淫癖和信息寻求满足感积极预测了对 OTT 的满意度，而便捷的导航性消极预测了满意度；便捷的导航性、改善的观看体验、娱乐性和放松满足感以及互动性和观看水平积极预测了剪线意向。
期刊介绍：
The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.
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