Over-the-top (OTT) platforms: a review, synthesis and research directions

IF 3.6 3区 管理学 Q2 BUSINESS Marketing Intelligence & Planning Pub Date : 2024-08-29 DOI:10.1108/mip-03-2023-0122
Prateek Khanna, Reetika Sehgal, Ashish Gupta, Ashish Mohan Dubey, Rajeev Srivastava
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引用次数: 0

Abstract

Purpose

In this era of technological advancement, the capabilities of devices and telecommunications have changed the pattern of media consumption among consumers. This study examined the research landscape and advancements in OTT services.

Design/methodology/approach

This study adopted a hybrid review consisting of bibliometric and thematic analyses to present advancements in the OTT platforms. A hybrid review integrates both systematic and narrative approaches by emphasizing a literature search strategy and the study selection process.

Findings

This study focuses on previous literature to understand recent developments in the domain. The authors derive six major OTT themes: OTT infrastructure and technology advancement, OTT consumption behaviour, shifting trends towards OTT platforms, viewers’ engagement in digital media, OTT in the global market, OTT policies and regulatory mechanisms.

Practical implications

The findings of this study will be useful for marketers/stakeholders associated with the entertainment and media industries, such as sales promotion teams, media planners/advertisers, content management companies and policy regulators, to penetrate OTT viewers.

Originality/value

The literature related to OTT is progressively rising, but it remains highly fragmented because of inconsistencies in the methodologies and theories used in the domain of OTT. This study offers directions in terms of theory, methodology and future research on OTT services.

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OTT(Over-the-Top)平台:回顾、综述与研究方向
目的 在这个技术进步的时代,设备和电信的功能改变了消费者的媒体消费模式。本研究考察了 OTT 服务的研究情况和进展。本研究采用了混合综述法,包括文献计量分析和专题分析,以介绍 OTT 平台的进展情况。混合综述通过强调文献检索策略和研究选择过程,将系统方法和叙述方法融为一体。作者得出了六大 OTT 主题:OTT 基础设施和技术进步、OTT 消费行为、OTT 平台的变化趋势、观众对数字媒体的参与、全球市场中的 OTT、OTT 政策和监管机制。实践意义本研究的发现将有助于娱乐和媒体行业的营销人员/利益相关者,如销售推广团队、媒体策划人员/广告商、内容管理公司和政策监管者,向 OTT 观众渗透。原创性/价值与 OTT 相关的文献正在逐步增加,但由于 OTT 领域所使用的方法和理论不一致,因此仍然非常零散。本研究为 OTT 服务的理论、方法和未来研究提供了方向。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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