Purpose

Millions of dollars are being spent by over-the-top platform (OTT) providers to produce content for the Indian market. These circumstances highlight the necessity for a solution that attracts and maintains customers, enabling OTT providers to generate revenues and profits. This study explores the underlying gratifications (e.g. informative; connectivity) obtained from over-the-top platform (OTT) attributes (e.g. global content; regional and cultural content) through consequences (e.g. create awareness; related to reality).

Design/methodology/approach

Means-end chain theory uncovered gratifications consumers fulfill through the use of OTT platforms. The laddering technique explores the linkage among attributes, consequences and gratifications that influence OTT platforms' consumers' consumption patterns. In total, 27 interviews were conducted in India, and participants responded to questions regarding attributes of OTT platforms, consequences and gratifications in a one-on-one interview procedure. Hierarchical value maps were built to better understand customer selection of OTT platforms based on the replies.

Findings

The results suggested that six attributes of OTT platforms (for ex-global content; regional and rural content; rating before watching) were associated with the four consequences (for ex-create awareness; related to reality; saves time), which were associated with four gratifications, which are informativeness, connectivity, social enhancement and productivity.

Originality/value

The prospective function of OTT services in the entertainment and media business has grabbed consumer attention. However, limited literature focuses on identifying gratifications consumers gain from OTT attributes. Through these findings, managers and practitioners can gain insights regarding strategies to increase OTT adoption and help develop a loyal consumer base.

中文翻译：

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识别新兴市场 OTT 平台消费背后的满足感：手段-目的理论方法

目的

顶级平台 (OTT) 提供商花费数百万美元为印度市场制作内容。这些情况凸显了需要一种能够吸引和维持客户、使 OTT 提供商能够产生收入和利润的解决方案。本研究探讨了从顶级平台（OTT）属性（例如全球内容；区域和文化内容）通过后果（例如提高意识；与现实相关）获得的潜在满足感（例如信息丰富；连通性）。

设计/方法论/途径

手段端链理论揭示了消费者通过使用 OTT 平台获得的满足感。阶梯技术探索了影响 OTT 平台消费者消费模式的属性、后果和满足感之间的联系。印度总共进行了 27 次采访，参与者在一对一的采访过程中回答了有关 OTT 平台的属性、后果和满足感的问题。构建分层价值图是为了根据回复更好地了解客户对 OTT 平台的选择。

发现

结果表明，OTT 平台的六个属性（针对前全球内容、区域和农村内容、观看前评级）与四种后果（针对前创造意识、与现实相关、节省时间）相关，这四种后果与四种满足，即信息性、连通性、社会增强和生产力。

原创性/价值

OTT服务在娱乐和媒体业务中的前瞻性功能引起了消费者的关注。然而，很少有文献关注消费者从 OTT 属性中获得的满足感。通过这些发现，管理者和从业者可以深入了解提高 OTT 采用率并帮助培养忠实消费者基础的策略。