Examining New Media Consumption from the standpoint of OTT Streaming Services

The study deals with consumer behavior in consuming OTT media streaming services India. Nine variables of motivations such as Relaxation, Companionship, Habit, Pastime, Entertainment, Social interaction, Information, Arousal, and Escape are studied, which affect the intention to continue subscribe these services. Tools frequency analysis, One Way ANOVA, Regression analysis used demographic characteristics, levels motivation, differences between factors effect motivation on subscription respectively. sample size was 309. Entertainment variable highest level motivation. Except for Escape, all significantly differed different groups concerning Gender, Age, Education. Information sharing, have been found a significant relationship subscription.