Global Adoption and Impact of Over-the-Top Streaming Services: A Literature Review

Abstract

Purpose: Over the top (OTT) is an online content live streaming service that offers different types of media contents, such as movies and broadcasting programs through the internet, and enables users to watch content through various digital devices such as TV, smartphones, tablets, and PC. with one account beyond the set-top boxes connected to TV. It has totally transformed the way of content consumption around the globe. The present study performed a literature review on OTT live streaming services.

Design/Methodology/Approach: The investigation utilised secondary data to explore the present study, investigate the trends, explore the adoption of over-the-top live streaming services at the global level, and impact of emergence of over-the-top platforms on traditional media. The Scopus database was used to locate the data.

Findings: The study result indicates that perceived ease of use, perceived usefulness, attitude, facilitating conditions, content specific, native select, and volume for money are the most essential factors leading users to adopt live streaming services. The emergence of OTT services lead to a fall in the number of cable TV subscribers and decrease in the number of small companies offering the service. Many studies on OTT platforms conducted in developed countries specially in Korea and South Korea, Taiwan, China, USA and UK. Also, the primary theories utilized in the context of OTT live streaming services are technology acceptance theory, and uses and gratifications theory. The extensive literature also revealed the necessity to conduct studies on OTT live streaming services context.

Originality/Value: The study investigates the trends, explores the adoption of over-the-top live streaming services at global level and impact of emergence of over-the-top platforms on traditional media apart from substantial contribution to the existing knowledge on OTT services context by performing extensive and in-depth literature review. Also, review of literature provides directions for further research.

Paper Type: Review of Literature