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Types of Broadcasting
Published in Skip Pizzi, Graham A. Jones, A Broadcast Engineering Tutorial for Non-Engineers, 2014
In contrast to the Telco TV and IPTV services described above, a number of television content providers offer on-demand, IP-based television service over the public Internet. Because these services deliver their content via regular Internet connectivity, they are called Over the Top (OTT) services—in other words, they utilize an existing delivery system provided by others, rather than establishing their own delivery paths as broadcast, cable, satellite, and telco TV services do.
Viewership Motivations of Live Game Streaming Via Over-the-Top Apps: Measurement Scale Development and Validation
Published in International Journal of Human–Computer Interaction, 2023
Current media consumption has shifted to OTT services such as Netflix, Hulu, and Amazon Prime Videos. OTTs are apps or services that offer streaming content via an internet connection on a computer, smartTV, or mobile device. Viewers can also play OTT content on a regular TV via streaming devices such as Chromecast and Apple TV and even on game consoles such as PlayStation and Xbox. The decrease in cable TV viewership and increase in video streaming services reflect the current state of media use. Indeed, younger and more innovative consumers have cut the cable cords and adopted web-streaming technologies (Tefertiller, 2020). The most popular game-streaming social video networks, such as Twitch and YouTube, are also acknowledged as OTT platforms. They have over 84% of the global game-streaming shares (Newzoo & Newzoo, 2021). According to recent data, two thirds of global viewers use a mobile device as their first screen (Kemp, 2021). OTT apps on mobile devices host the major share of the viewership for esports and game streaming.
An Empirical Analysis of Factors Affecting OTT Service Users’ Switching Intention: Focusing on Netflix and the Perspective of the Push-Pull-Mooring Framework
Published in International Journal of Human–Computer Interaction, 2023
While the number of users who want to watch their desired videos immediately without time and space constraints is increasing, users’ interest in OTT platforms that directly supply content to viewers through the Internet network without a set-top box is increasing (Kim & Kim, 2022; Rahe et al., 2021; Rahman & Arif, 2021). The increase in the use of the OTT platform service is that, unlike the existing paid broadcasting service, users can directly select the content and videos they want to see in the OTT service. Netflix is a representative platform that provides OTT services. However, Apple and Amazon, which already have hundreds of millions of regular subscribers, have entered the OTT platform market; competition between OTT companies is becoming fierce. Thus, OTT media companies are focusing on preventing their existing subscribers from switching to other platforms. Reducing existing customers’ switching intention to other services and maintaining their current customer base is essential for increasing revenue and reducing costs (Woisetschläger et al., 2011). Therefore, research should identify the factors that determine post-adoption behavior to help solve the main issues of customer retention strategies in the OTT service market.
What Drives User Stickiness and Satisfaction in OTT Video Streaming Platforms? A Mixed-Method Exploration
Published in International Journal of Human–Computer Interaction, 2023
Sridevi Periaiya, Ajith T. Nandukrishna
The delivery of online premium video content using the internet is commonly referred to as OTT video platform (Gonçalves et al., 2014). These platforms are generally accessed through mobile apps, websites on personal devices, such as phones, tablets, laptops, or desktop computers, and televisions with built-in Smart TV platforms. Growing broadband penetration and multiscreen availability have aided the rise of OTT services. The advent of OTT platforms, as well as the introduction of devices, such as smartphones and tablets, as well as increased internet access speed, have expanded avenues for content delivery and boosted consumer demand for content. The emergence of global OTT platforms allows users to receive a diverse range of experiences (Bondad-Brown et al., 2012). Consumer-viewing behaviors have evolved as OTT platforms have grown in popularity. Consumers can now easily access and consume material at any time and from any location, and they can effortlessly consume content created anywhere on the planet. Over-the-top (OTT) platforms offer their users personalized and exclusive online content based on their interests and preferences (Katherine Chen, 2019). The distinction between OTT and regular TV has faded in the recent decade. Customers’ viewing habits are shifting away from regular TV in favor of on-demand video options provided by streaming platforms (Koul et al., 2021). Expensive cable packages make consumers more price-sensitive (Tefertiller, 2020), and it is leading to the popularity of cord-cutting and cord-shaving. Cord-cutters are consumers who cancel their traditional TV subscriptions and count on internet-based streaming for televised entertainment (Banerjee et al., 2014). Cord-shavers are consumers who reduce their traditional TV subscription and add an OTT service (Fudurić et al., 2018).