Home Business & Economics 12 OTT Video Streaming: Redefining the Future of Television
Chapter
Licensed
Unlicensed Requires Authentication

12 OTT Video Streaming: Redefining the Future of Television

Become an author with De Gruyter Brill
Explore this Subject How to publish with us
De Gruyter Handbook of Media Technology and Innovation
This chapter is in the book De Gruyter Handbook of Media Technology and Innovation

Abstract

In this chapter, using a cross-sectional survey distributed to a selected set of over-the-top (OTT) subscribers (n = 15,184), we explore the drivers of OTT services consumption to better understand the changes taking place in the audiovisual industry that are currently redefining the shape of the global television map. OTT streaming services are video services that offer unlimited access at any time for multi-device (smart TVs, smartphones, tablets, notebooks, etc.) streaming for which content produced by third parties or even themselves is added in exchange for a subscription fee. Classifying these subscribers as cord-couplers and drawing on uses and gratifications theory, our results indicate that the reasons users subscribe to an OTT service can be attributed to four factors: pastime, socializing, relaxation, and information, which explain what drives people to consume different TV services by subscription. In this chapter, we differentiate between pay TV and streaming platforms. Given that OTT streaming is the most widely used television service worldwide, this chapter’s analysis, reflections, and results may clarify the keys to an industry that has undergone disruptive innovation in recent years.

Abstract

In this chapter, using a cross-sectional survey distributed to a selected set of over-the-top (OTT) subscribers (n = 15,184), we explore the drivers of OTT services consumption to better understand the changes taking place in the audiovisual industry that are currently redefining the shape of the global television map. OTT streaming services are video services that offer unlimited access at any time for multi-device (smart TVs, smartphones, tablets, notebooks, etc.) streaming for which content produced by third parties or even themselves is added in exchange for a subscription fee. Classifying these subscribers as cord-couplers and drawing on uses and gratifications theory, our results indicate that the reasons users subscribe to an OTT service can be attributed to four factors: pastime, socializing, relaxation, and information, which explain what drives people to consume different TV services by subscription. In this chapter, we differentiate between pay TV and streaming platforms. Given that OTT streaming is the most widely used television service worldwide, this chapter’s analysis, reflections, and results may clarify the keys to an industry that has undergone disruptive innovation in recent years.

Chapters in this book

  1. Frontmatter I
  2. Contents V
  3. List of Contributors IX
  4. Introduction XVII
  5. Acknowledgements XXI
  6. I Digital Transformation in the Workplace
  7. 1 Innovation: Five Key Strategies to Business Transformation 1
  8. 2 Position, Genre, and Social Innovation: The Creative Next Step 19
  9. 3 Data Analytics: Making Organizations Smarter 29
  10. 4 Artificial Intelligence and the Transformation of the Working Sphere 47
  11. 5 Metaverse: Business Design and Applications 69
  12. 6 Remote Working from Home: The Adaptive Organization 81
  13. 7 The Platformization of Media Information and Entertainment 95
  14. II Technology Trends and Forecasts
  15. 8 Smart Cities: The Creative Next Step 121
  16. 9 Web3: Exploring Technologies, Challenges, and Innovative Applications in the Media and Creative Industries 135
  17. 10 The Internet of Things 153
  18. 11 Human-Computer Interaction 169
  19. 12 OTT Video Streaming: Redefining the Future of Television 183
  20. 13 Innovation in Public Service Media Organizations 201
  21. 14 Metaverse: Technology Design Principles and Future Forecasts 217
  22. III Digital Lifestyle: Social and Business Perspectives
  23. 15 The Power of Social Media: Shaping the Public Conversation 239
  24. 16 Cyberbullying and the Power of Social Media 253
  25. 17 Cybercrime and Organizational Adoption of Cyber Incident Response Planning 271
  26. 18 Transmedia Storytelling and Innovation 289
  27. 19 A Critical Analysis of the Current Position of the Brazilian Supreme Court on the Right to Be Forgotten 307
  28. 20 Playbour in Web3: Cryptogames and Playing to Earn 321
  29. List of Figures 335
  30. List of Tables 337
  31. About the Editor 339
  32. Index 341
Readers are also interested in:
https://doi.org/10.1515/9783111145174-012

Chapters in this book

  1. Frontmatter I
  2. Contents V
  3. List of Contributors IX
  4. Introduction XVII
  5. Acknowledgements XXI
  6. I Digital Transformation in the Workplace
  7. 1 Innovation: Five Key Strategies to Business Transformation 1
  8. 2 Position, Genre, and Social Innovation: The Creative Next Step 19
  9. 3 Data Analytics: Making Organizations Smarter 29
  10. 4 Artificial Intelligence and the Transformation of the Working Sphere 47
  11. 5 Metaverse: Business Design and Applications 69
  12. 6 Remote Working from Home: The Adaptive Organization 81
  13. 7 The Platformization of Media Information and Entertainment 95
  14. II Technology Trends and Forecasts
  15. 8 Smart Cities: The Creative Next Step 121
  16. 9 Web3: Exploring Technologies, Challenges, and Innovative Applications in the Media and Creative Industries 135
  17. 10 The Internet of Things 153
  18. 11 Human-Computer Interaction 169
  19. 12 OTT Video Streaming: Redefining the Future of Television 183
  20. 13 Innovation in Public Service Media Organizations 201
  21. 14 Metaverse: Technology Design Principles and Future Forecasts 217
  22. III Digital Lifestyle: Social and Business Perspectives
  23. 15 The Power of Social Media: Shaping the Public Conversation 239
  24. 16 Cyberbullying and the Power of Social Media 253
  25. 17 Cybercrime and Organizational Adoption of Cyber Incident Response Planning 271
  26. 18 Transmedia Storytelling and Innovation 289
  27. 19 A Critical Analysis of the Current Position of the Brazilian Supreme Court on the Right to Be Forgotten 307
  28. 20 Playbour in Web3: Cryptogames and Playing to Earn 321
  29. List of Figures 335
  30. List of Tables 337
  31. About the Editor 339
  32. Index 341
Sign up now to receive a 20% welcome discount
Institutional Access
How does access work?
Have an idea on how to improve our website?
Please write us.
© 2025 De Gruyter Brill
Downloaded on 24.9.2025 from https://www.degruyterbrill.com/document/doi/10.1515/9783111145174-012/html?srsltid=AfmBOor6wU5uNI21JK3kDkz4VXwBT_smX_7Ohft5pkzdWwQlOFWgV-au
Scroll to top button