Identifying gratification behind the consumption of the OTT platforms in an emerging market: a means-end theory approach

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).

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.

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.

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.