Author(s): Richa Pandey and Md. Chand Rashid
Purpose of the Study: The study aims to analyze the behavioral elements of consumers in relation to their subscriptions to online video streaming applications. Methodology: The study conducted a regression analysis to examine the impact of factors such as ease of use, available content, social media trends, price, and demographics on the usage of online video streaming apps. Findings: Based on our investigation, we have determined the primary factors that influence internet streaming. All variables were determined to have a substantial impact on the utilization of online streaming application subscriptions. Implication: This might assist organizations in enhancing their application/product and focusing their marketing endeavours. For instance, enhance their UI to optimize user experience and minimize any usability challenges encountered while utilizing the application or website. Additionally, they have the ability to augment the quantity or calibre of their content. Offering discounts to users can attract and retain them. Utilizing digital media advertising and leveraging social media influencers can aid organizations in both retaining and acquiring additional consumers. Furthermore, it is apparent that a significant proportion of consumers belong to the millennial demographic. Therefore, corporations should prioritize targeting their advertising efforts towards this younger generation.