Research Article
Exploratory Analysis of Factors influencing the shift from Traditional Media to Over-The-Top Media
@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
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.
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