Digitalization across the globe has changed the way media is consumed. Increase in number of internet connections, better networks, technological innovations and availability of smart devices have resulted in the rise of new OTT media that offers services to viewers directly via the internet.
With the 45% estimated
growth, India is likely to emerge as the second-biggest OTT market (after US)
to reach a value of ₹138 billion by the end of fiscal 2023.
Taking into account the Federation of Indian Chambers of
Commerce & Industry (FICCI, 2019) report that projects 30–35 million OTT
subscribers in India by 2021, there seems a high probability that OTT services
will soon circumvent the traditional media distribution channels.
As a result, popular OTT service providers such as YouTube,
Netflix and Spotify have seen an instrumental role in the growth of data
streaming, recording a staggering 140% rise in video streaming apps in
Australia, India, Indonesia, South Korea and Thailand (App Annie, The state
of the mobile 2019).These statistics show that there exists a strong
opportunity for OTT service providers to capitalize on the digital media as a
strong communication channel.
COVID-19 Lockdown and Change in Media Consumption
The crippling effect of COVID-19 pandemic is being reflected
in the form of behavioural and lifestyle changes in people, including a change
in their media consumption. As reported by Nielson, there has been an 18%
increase in television use of all sorts in America in the week ending March,
especially for teenagers who could no longer go to school.
With respect to India, the Broadcast Audience Research
Council (BARC) reported a growth of 38% in TV consumption over the pre-COVID
period that is entertaining people by airing fiction tales, historical pieces,
mythological stories and supernatural thrills (Livemint, April 19,
2020). Social distancing norms and isolation of people have increased at-home
digital consumption, thus creating a surge in the demand for subscription-based
It is in the backdrop of this changed consumption behaviour
that the present study examines the select relevant factors in influencing
consumers’ willingness to continue and subscribe (WCS) for streaming services
The study makes a novel contribution by assessing the
possibility of ‘habit’ consumption of these services during the period of
lockdown and its likely impact on affecting the relationship between consumers’
satisfaction and their future behaviour with respect to these services/service providers.