UGC Approved Journal no 63975(19)

ISSN: 2349-5162 | ESTD Year : 2014
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Published in:

Volume 7 Issue 6
June-2020
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

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Published Paper ID:
JETIR2006557


Registration ID:
234836

Page Number

1549-1556

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Title

Determining the factors influencing customer engagement while using the subscription-based media streaming service providers (OTT Platforms): NETFLIX Vs AMAZON PRIME

Abstract

As the competition is turning out to be excessive, to sustain in the market the subscription-based service provider is working on new tactics and Strategies. This paper examined the role of consumer engagement in subscription-based service provide and further explores the factors influencing consumer engagement in media streaming service providers. It is an exploratory research on the buying behavior of subscribers through a questionnaire was conducted. The population of the study includes subscribers from the city of Mumbai. The target subscribers were Gen Z or the Millennials (19 - 34yrs). The responses were analyzed. The study established and confirmed the relationship between consumer engagement and entertainment as in literature. The changing role of entertainment is reflected on the media streaming service providers. Supported by the penetration of media streaming service providers and the evolution of entertainment, the service provider promises to change certain ways to Business-To-Consumer (B2C) activities are conducted. Focusing on B2C markets, this paper underlines the critical role of consumer behaviour research in determining factors influencing consumers using subscription-based media streaming service providers: NETFLIX Vs AMAZON PRIME; video streaming is becoming part of our modern lives, which means NETFLIX and AMAZON PRIME. Focusing on materials relating to licensed rather than original content and this content's role within the US domestic subscription-based service provider market, two distinct approaches emerge. The subscribers can watch anytime, anywhere and everywhere, on all the devices. It also gives offline availability, content, privacy, customization, plans as per choice. It has choice preferences too. This paper presents a study on the determining factors influencing consumer engagement while using the subscription-based media streaming service providers: NETFLIX Vs AMAZON PRIME.

Key Words

Keywords: Consumer engagement, Netflix, Amazon Prime, Subscription-based service provider, Subscribers

Cite This Article

"Determining the factors influencing customer engagement while using the subscription-based media streaming service providers (OTT Platforms): NETFLIX Vs AMAZON PRIME ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 6, page no.1549-1556, June 2020, Available :http://www.jetir.org/papers/JETIR2006557.pdf

ISSN


2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"Determining the factors influencing customer engagement while using the subscription-based media streaming service providers (OTT Platforms): NETFLIX Vs AMAZON PRIME ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 6, page no. pp1549-1556, June 2020, Available at : http://www.jetir.org/papers/JETIR2006557.pdf

Publication Details

Published Paper ID: JETIR2006557
Registration ID: 234836
Published In: Volume 7 | Issue 6 | Year June-2020
DOI (Digital Object Identifier):
Page No: 1549-1556
Country: Mumbai, Maharashtra, India .
Area: Management
ISSN Number: 2349-5162
Publisher: IJ Publication


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