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As the over-the-top (OTT) service market continues to evolve, with new large global players entering the already crowded market, competition between various OTT services for subscribers has intensified. In this study, we aim to investigate the impact of user preference content on the selection of specific OTT services by consumers. Specifically, we...
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... we also analyzed consumers' marginal willingness to pay (MWTP), which can give economic meaning to each attribute by converting consumers' utility into monetary units. Table 4 shows the marginal willingness to pay by attribute level for the entire sample. Comparing the size of the marginal willingness to pay obtained through the conjoint analysis makes it possible to identify which attributes are considered relatively important to the respondents. ...Citations
... One of the most appealing features of OTT platforms compared to traditional television is the content they offer to users. Traditional television operates on a fixed programming schedule, requiring viewers to passively consume content at specific periods determined by the television station, limiting users' ability to access their desired content at any time [96]. However, OTT platforms offer users a wide range of content options, offering them greater freedom and flexibility. ...
... Similarly, another study conducted in Türkiye identified content as the most influential factor for subscribing to an OTT platform [59]. Furthermore, several studies, such as those by Kim and Lee [96] and Shin and Park [5], have shown that content significantly impacts the selection of OTT services and contributes to user satisfaction. Malewar and Bajaj [39] demonstrated that content diversity is a significant factor in adopting OTT platforms, affecting users' behavioral intentions and actual usage. ...
OTT (over-the-top) streaming is a subscription-based video service model that delivers video-on-demand content, films, and series directly to end-users over the Internet, bypassing the need for traditional satellite receiver systems. The most popular OTT service providers include Netflix, Hulu, Amazon Prime, and Disney+. During the COVID-19 pandemic, the viewership rates and subscriber numbers for OTT platforms rapidly increased. Like various other products and systems, usability problems can substantially impact user satisfaction, loyalty, and the intention to continue using OTT services. Therefore, this study aimed to conceptualize the usability of OTT platforms and develop an OTT Usability Measurement Scale for the usability evaluation of OTT platforms based on the Apple tvOS Guidelines and the literature. OTT platform usability was conceptualized with nine constructs, including Accessibility and Customization, Account Management, Data Entry and Search, Branding, Privacy, Navigation, Help, Content, and Design, and the concepts were measured with a scale including 48 items. The validity of the developed scale was tested through two separate survey studies conducted with Netflix web application users. The first survey involved 650 participants. At this stage, an exploratory factor analysis was used to evaluate the scale’s measurement properties, and the developed factor structure was confirmed. In the second stage, a survey with 600 participants was conducted, and a confirmatory factor analysis was applied to validate the scale properties. Furthermore, a nomological validation of the developed scale was performed, examining the relationship between the acquired OTT factors and elements such as continued intention to use, satisfaction, and brand loyalty. As a result of the nomological validation, it was observed that the privacy and design factors significantly affected each of the three dependent variables.
In recent years, changes in customer–brand relationships have represented a major challenge for branding research. This study explores how the dimensions of perceived customer value influence brand love, by examining significant effects on the outcomes of brand love and the moderating effect of the consumer’s generational cohort. The quantitative study uses a questionnaire survey to collect data from 279 TV streaming service subscribers, which is analysed with the PLS-SEM methodology. Results show that the hedonic dimensions of perceived customer value have a significant positive effect on brand love, while the more utilitarian dimensions lack a significant effect. Furthermore, brand love plays a significant role in building brand experience, but not for switching intention. Moreover, for millennial consumers, brand love has a significantly higher impact on switching intention than for Generation Z consumers. This study contributes by testing the dimensions of the perceived customer value model in building brand love in the streaming TV context. In addition, this study is one of the few to compare differences between millennials and Gen Z consumers in relation to brand love and its outcomes.
