Determinants of Consumer Choice among OTT Streaming Platforms: An Empirical Study

Abstract

The dynamic rise of Over-The-Top (OTT) streaming platforms has significantly influenced the way in which customers interact with entertainment material. The current research aims to investigate the factors that influence customers’ choices between different OTC platforms. Specifically, the study examines such variables as Content variety, Subscription price, Exclusive content, Streaming quality, Regional content, Recommendations, and User Interface. The data was collected from 155 respondents who completed the questionnaire. Each item was measured on a five-point Likert scale. The data was analyzed using IBM SPSS Statistics software. In order to answer the research question, Percentage analysis, Reliability Analysis, Chi-Square test, Pearson Correlation analysis, and Multiple Linear Regression were performed. The results of the analysis revealed that all variables possess a satisfactory level of reliability as the Cronach Alpha is 0.601. The analysis revealed that Streaming quality (M=3.81), Subscription price (M=3.76) are the most influential factors and the least influential one is Exclusive content (M=3.46). Both Chi-Square and Correlation tests indicate that no variables are correlated with consumer satisfaction. The regression analysis revealed that the variables account for only 5.7% of variance in satisfaction levels (R² = 0.057, p = 0.275). Overall, the study reveals that companies could increase customer satisfaction levels by providing high-quality materials and offering competitive prices.