Media Users’ Willingness to Pay for Premium OTT Media Services in Kuala Lumpur

DOI

10.2991/978-2-38476-098-5_25How to use a DOI?

Keywords

OTT adoption; Over-the-top; video streaming services; OTT features; purchase decision; willingness to pay; OTT subscriptions

Abstract

The dominance of traditional media has been challenged by the emergence of a diversity of digital platforms, many of which integrate media content, as a result of media industry digital growth. Customer views regarding entertainment subscriptions have changed as a result of the rise of Over-the-Top (OTT) services like Netflix, Amazon Prime, and others. Many variables play a role in whether or not people decide to pay for an OTT service. As the streaming service market takes off, customers’ willingness and ability to pay for over-the-top video services will be important. Individuals subscribe to over-the-top (OTT) services for a number of reasons, and there are also several reasons why they do not subscribe. Making users embrace OTT media services and be ready to pay for them is critical in preparing for the transition that will occur as a result of the streaming service market’s growth and development. Therefore, this research aims to find out what drives consumers’ decisions to subscribe to premium OTT media services and to find the correlations between customers’ willingness to pay and customers’ purchase decisions. This research was done in a quantitative methodology through survey questionnaires focuses on the OTT media services users in Kuala Lumpur. The theoretical underpinning for this research was directed by the Theory of Planned Behaviour. The data was handled via statistical software named SPSS and was evaluated using Pearson correlations and regression analysis to confirm the results. The normality of the data was checked by the P-P plot and Kolmogorov Smirnov normality test before going to test for the hypotheses. The findings for this study supported the hypothesis assumptions which is there is a positive significant influence in the content offering, OTT features, cost/price, and convenience between the willingness to pay for premium OTT media services which explained 84.6% variance. In addition, 28.1% variance explained the customers’ willingness to pay for premium OTT media services has a strong significant impact on customers’ purchase decisions. These findings may be utilised by communication practitioners and OTT media service providers to improve their offerings. The following results encourage audience members to connect through on-demand services. In the on-demand platform, viewers may interact via instant messaging and social networking. Providing users with unique content and original programmes via OTT media services may raise subscriber revenue in the opposite direction of the lowest-price model. Subscribers pay more for exclusive content.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Nik Nasrin Nik Mohd Fauzi
AU  - Wan Hartini Wan Zainodin
AU  - Fadzillah Aishah Ismail
AU  - Mohd Fadly Khamis
AU  - Mohamed Shamil Hizamie Mohamed Norhisham
PY  - 2023
DA  - 2023/08/31
TI  - Media Users’ Willingness to Pay for Premium OTT Media Services in Kuala Lumpur
BT  - Proceedings of the International Conference on Communication and Media 2022 (i-COME 2022)
PB  - Atlantis Press
SP  - 279
EP  - 294
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-098-5_25
DO  - 10.2991/978-2-38476-098-5_25
ID  - NikMohdFauzi2023
ER  -