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Research Article Open Access

FROM A FREE USER TO A PREMIUM SUBSCRIBER: ANALYSING THE PURCHASE DECISION OF AN OTT SUBSCRIBER

Abstract

The purpose of this study is to investigate the factors that influence an internet user to purchase subscription to a video streaming service. Users often are attracted towards video content that is offered for free in internet. However, there are many video streaming platforms that are offering video content, at a subscription fee. This study focusses on factors that would influence internet users to move towards purchasing these premium services. The Methodology of the study comprises of two aspects. (i) Through systematic literature review, the various factors that can create purchase intention are identified. They are – Cost, Content, Website features, Trust and Safety. (ii) The second aspect of the study is to showcase the influence of the identified factors, in transitioning a free user to a paid subscriber, through conceptual frameworks. The study will be useful to (i) Video streaming platforms to offer worthy services and (ii) Marketers to understand, how to drive audience towards making a purchase.

Arvin Subramanian*, A. Seetharaman, K. Maddulety

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