Measuring the Adoption of IoT in OTT Platforms

Abstract

The digital content distribution environment is undergoing a dramatic transformation due to the convergence of internet of things (IoT) and over-the-top (OTT) platforms, which provide users with personalised and immersive experiences. OTT streaming platforms have not only grabbed the attention of customers for entertainment and quality content for binge-watch but also successfully changed the industry market trends. An empirical analysis of the deployment of IoT technology in OTT platforms is presented in this chapter. This chapter tries to explore the perception of viewers towards adoption of IoT in OTT streaming platforms. The unified theory of acceptance and use of technology-2 (UTAUT2) model is the main framework for this chapter, and one-way analysis of variance (ANOVA) and stepwise regression is applied to analyse the responses. Findings suggested the consumer characteristics have significant effect on the attitude of the consumers. On the other hand, security and privacy issues with data become major obstacles. In order to balance innovation and user protection, the study concluded with recommendations for OTT service providers and legislators on how to support the responsible and successful implementation of IoT technology in the media and entertainment sector. The findings highlighted that viewers are adopting IoT while streaming OTT platforms. This chapter will help the interested parties and organisations by providing them insights regarding consumer behaviour across OTT services which they can utilise to formulate strategies.

Citation

Kalra, I. and Gupta, M. (2024), "Measuring the Adoption of IoT in OTT Platforms", Verma, B., Mittal, A., Raman, M. and Sindhav, B. (Ed.) Augmenting Retail Reality, Part A: Blockchain, AR, VR, and the Internet of Things, Emerald Publishing Limited, Leeds, pp. 117-141. https://doi.org/10.1108/978-1-83608-634-520241017