Uses and Gratifications of Over-the-Top (OTT) Video Streaming Platforms in India: Predictors of User’s Affinity, Satisfaction and Cord-Cutting
Journal of Creative Communications
Published online on May 24, 2024
Abstract
Journal of Creative Communications, Ahead of Print.
Over-the-top (OTT) platforms have changed how people watch television due to technological affordance and interactivity. With the theoretical framework of the uses and gratifications theory (N= 421), this study identified eight motivational factors for ...
Over-the-top (OTT) platforms have changed how people watch television due to technological affordance and interactivity. With the theoretical framework of the uses and gratifications theory (N= 421), this study identified eight motivational factors for ...