Factors Driving Adoption and Usage Behaviour of Over-the-Top Streaming Services – Systematic Literature Review and Development of Conceptual Model

Abstract

Over-the-top (OTT) streaming has become a common medium of entertainment in households post Covid-19. This phenomenon was in the nascent stage before Covid-19 pandemic. There was a need to understand consumers in shifting to their new choice of entertainment through internet. The usage of OTT platforms has increased drastically in terms of time and resource spent post Covid-19 pandemic. Total of 54 papers were shortlisted for the systematic literature review. The authors have used PRISMA framework to shortlist and identify papers contributing to understanding the new phenomenon from early 2020. The timelines considered here was based on the services launched by professional companies such as Netflix Many studies primarily focussed on adoption to new technology like Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT). The basis to these studies were macro factors like infrastructure and available of technology across different geographies and countries. The study highlights on the insufficient literature available to understand consumer behaviour along with technology adoption in the OTT industry. The systematic literature review contributed in the development of a conceptual model which elaborates the multidimensional approach required to understand consumer adoption of OTT streaming. In future, researchers may use this model to understand consumer behaviour towards OTT services and providers with the latest technology and infrastructure available across geographies.