ABSTRACT

The modern trends in the media and entertainment industry (M&E) are the evolution and growth of over-the-top platforms (OTT) that allow users to stream audio and video content online through mobile network. India is one of the most promising markets for OTT platforms in terms of quantity and quality. The evolution of the OTT sector began with the launch of Reliance Entertainment's BIGFlix in 2008. India is one of the most promising markets for OTT platforms in terms of quantity and quality. This study examine the Technology Acceptance model for measuring the adoption of OTT video streaming platforms among millennial consumers. Keywords: Adoption, ease of use, peer influence, perception, sustainable development
Publication date: 15/01/2022

https://ijbpas.com/pdf/2022/January/MS_IJBPAS_2022_JAN_SPCL_1077.pdf

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https://doi.org/10.31032/IJBPAS/2022/11.1.1077