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Tauro, Jane Smitha (2024) Factors affecting consumers’ willingness to subscribe to over the top (OTT) video streaming services in Ireland. Masters thesis, Dublin, National College of Ireland.
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Abstract
In today’s entertainment market, consumer behavior has remarkably altered due to the rising growth of the Over-the-Top (OTT) video streaming services, offered by various providers like Netflix and Amazon Prime. This study aims to explore main factors that motivate consumers to subscribe to, or to refrain from subscribing to OTT services. The main goal is to thoroughly investigate the elements that remarkably impact customers' decision-making processes when it comes to OTT subscriptions in Ireland. Data collection employed snowball sampling technique to gather a total of 90 responses. To understand subscription behavior, the study divided participants into three groups based on their preferred viewing platform: cable only, OTT only, or both. The study adopted a cross-sectional descriptive approach to generate the consumer preferences at a single point in time.
Top six reasons were ranked for motivations for subscribing to and abstaining from OTT services. Exploratory Factor Analysis (EFA) identified five underlying factors influencing these decisions being content, price, convenience, quality, and consumer behavior. A multiple linear and ordinal regression analysis was conducted to examine the impact of these factors, along with demographic variables on subscription choices and retention. The analysis revealed that all five factors somewhat influenced consumer decisions, though to varying degrees. Content and price emerged as the most critical determinants, highlighting their primacy in subscription preferences. Among demographic variables, household structure exhibited the strongest influence, followed closely by income. This study has made an exceptional contribution to understanding consumer subscription decisions within the competitive Irish OTT service market. Given the heterogeneous nature of the Irish market, this descriptive research offered valuable insights to OTT streaming service providers operating in this landscape. By understanding these core factors and their impact on consumer behavior, OTT providers can develop targeted strategies to attract and retain subscribers
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Killian, Michelle UNSPECIFIED |
| Uncontrolled Keywords: | Over The Top (OTT); User experience; Motivation to subscribe; Resistance to subscribe; Content preferences; Price sensitivity; Value perception; Consumer behavior; Technology adoption; Subscriber retention; Binge watching |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Film Industry D History General and Old World > DA Great Britain > Ireland |
| Divisions: | School of Business > Master of Science in International Business |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 07 Jun 2025 11:16 |
| Last Modified: | 07 Jun 2025 11:16 |
| URI: | https://norma.ncirl.ie/id/eprint/7803 |
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