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ENTERTAINMENT, CONTROL, AND TRUST: UNPACKING CONSUMER MOTIVATIONS FOR OTT PLATFORM ADOPTION IN URBAN INDIA
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Author(s):
ARUN SHAH, DR. RAKSHA THAKUR
Vol - 16, Issue- 6 ,
Page(s) : 46 - 61
(2025 )
DOI : https://doi.org/10.32804/IRJMSH
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Abstract
In recent years, Over-the-Top (OTT) streaming platforms have significantly transformed content consumption patterns in India, especially among urban audiences. This study investigates the core psychological and behavioural motivations influencing consumers’ preference for OTT platforms over traditional television.
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