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Users' Adoption of Over-the-Top (OTT) Streaming Platforms: A Study With Special Reference to Kerala
Abstract
The proliferation of smartphones, increasing internet penetration, and affordable data plans have played a crucial role in driving the growth of OTT platforms in India. The aims this study is to understand the users' adoption of OTT streaming platforms in Kerala using the UTAUT model as a theoretical framework. To achieve the research objectives the researcher used a descriptive and exploratory research design. The researcher developed a well-structured questionnaire and administered 180 OTT users in Kerala, collecting quantitative data on their usage patterns, preferences, and adoption factors. The researcher validate the UTAUT model along with impact of COVID-19 for measuring the users' adoption behaviour. The study concluded that the factors such as Performance expectancy, Effort expectancy, Social influence, Facilitating conditions, and COVID-19 influence the adoption of OTT video streaming platforms.
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