Published Paper Details:

This article investigates the link between Over the Top (OTT) and customer attitudes and perceptions of OTT platforms, as well as subscription intention. To research if different characteristics such as gender, Education, Age impacts Intention to utilise the OTT platform. The information was gathered from original sources. It was discovered that high-priced hotels frequently utilise customisation, but various sectors typically put value on the purpose to use an OTT platform with clients. This study aims to determine whether consumer participation in the industry's intention to utilise an OTT platform corresponds to worldwide experience. The writers concentrated on OTT, customer interaction, knowledge, and long-term usage. The findings have significant implications for future OTT research. According to the data, consumers are becoming increasingly active with OTT platforms that define who they are. As a result, marketers looking to engage consumers with OTT campaigns should establish a culture of intent to utilise the OTT platform, which can be reinforced through discourse and ongoing customer engagement in value chain activities.