Proceedings of the International Conference on Application of AI and Statistical Decision Making for the Business World, ICASDMBW 2022, 16-17 December 2022, Rukmini Devi Institute of Advanced Studies, Delhi, India

Research Article

Exploratory Analysis of Factors influencing the shift from Traditional Media to Over-The-Top Media

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  • @INPROCEEDINGS{10.4108/eai.16-12-2022.2326243,
        author={Radhika  Thapar and Riddham  Jain},
        title={Exploratory Analysis of Factors influencing the shift from Traditional Media to Over-The-Top Media},
        proceedings={Proceedings of the International Conference on Application of AI and Statistical Decision Making for the Business World, ICASDMBW 2022, 16-17 December 2022, Rukmini Devi Institute of Advanced Studies, Delhi, India},
        publisher={EAI},
        proceedings_a={ICASDMBW},
        year={2023},
        month={2},
        keywords={traditional media ott platforms over-the-top media},
        doi={10.4108/eai.16-12-2022.2326243}
    }
    
  • Radhika Thapar
    Riddham Jain
    Year: 2023
    Exploratory Analysis of Factors influencing the shift from Traditional Media to Over-The-Top Media
    ICASDMBW
    EAI
    DOI: 10.4108/eai.16-12-2022.2326243
Radhika Thapar1,*, Riddham Jain1
  • 1: Rukmini Devi Institute of Advanced Studies, Delhi, India
*Contact email: radhika.thapar@rdias.ac.in

Abstract

The purpose of this paper is to analyze the factors for the shift from Traditional Media to Over-The-Top (OTT) Media. The study employed a multi-analytical approach through the use of structure equation modelling and factor analysis to test the proposed framework. A quantitative approach-based web survey was performed to collect the primary data from 91 users in India. The result of analysis demonstrates that people at Delhi /NCR have actively switched from Traditional Media to Over-The-Top Media. This study is one of its kind to review the factors for the shift from Traditional Media to Over-The-Top (OTT) Media.