Over The Top Information APP

T Sunitha#1, T Leela Kranthi Kumar #2, D Bhargav #3, N Nikhil Sai #4, D Venkateswarlu #5 #1 Associate Professor , #2,3,4,5 B.Tech., Scholars Department of Computer Science & Engineering, Qis College Of Engineering And Technology, Ongole, Prakasam(Dt)India. Abstract: There are currently about 40 providers of over–the–top media services (OTT) in India, which distribute over the Internet. In financial year 2018, the OTT market in India was worth 2,150 crore The first dependent Indian OTT platform was BIGFlix, launched by Reliance Entertainment in 2008. In 2010, Digivive launched India's first OTT mobile app called nexGTv, which provides access to both live TV and on–demand content. nexGTV is the first app to live– stream Indian Premier League matches on smart phones and did so during 2013 and 2014. OTT gained significant momentum in India when both DittoTV (Zee) and Sony Liv were launched in the Indian market around 2013. DittoTV was an aggregator platform containing shows across all media channels including Star, Sony, Viacom, Zee, etc. We have different OTTs playing millions of movies but the customers don’t have much knowledge on the platforms which are showcasing the movies of his/her interest. To solve this problem we propose a system where a mobile app which displays the information regarding the movies and other shows which are to be released or which are being telecasted in different OTT platforms, which helps the users to easily chose the required OTT based on his/her interest.

Introduction: As a result, popular OTT service providers such as YouTube, and Spotify have Digitalization across the globe has changed seen an instrumental role in the growth of the way media is consumed. Increase in data streaming, recording a staggering 140% number of internet connections, better rise in avideo streaming apps in Australia, networks, technological innovations and India, Indonesia, South Korea and Thailand availability of smart devices have resulted in (App Annie, The state of the mobile the rise of new OTT media that offers 2019).These statistics show that there exists services to viewers directly via the internet. a strong opportunity for OTT service With the 45% estimated growth, India is providers to capitalize on the digital media likely to emerge as the second-biggest OTT as a strong communication channel. market (after US) to reach a value of ₹138 billion by the end of fiscal 2023. Taking into An over-the-top (OTT) media service is account the Federation of Indian Chambers a media service offered directly to of Commerce & Industry (FICCI, 2019) viewers via the Internet. OTT report that projects 30–35 million OTT bypasses cable, broadcast, and satellite subscribers in India by 2021, there seems a television platforms, the types of companies high probability that OTT services will soon which traditionally act as controllers or circumvent the traditional media distribution distributors of such content.[1] It has also channels. been used to describe no-carrier cellphones, where all communications are charged as as iTunes require that the video be data,[2] avoiding monopolistic competition, downloaded first and then played,[7] while or apps for phones that transmit data in this other OTT players such manner, including both those that replace as Netflix, , Disney+ and Amazon other call methods[3][4] and those that update Prime Video, offer movie downloads that software.[4][5] start playing before the download completes [8] The term is most synonymous (streaming). The United States Federal Communications Commission with subscription-based video-on- (FCC) categorizes the OTT services into two demand (SVoD) services that offer access to film and television content (including groups: multichannel video programming distributors (MVPDs); and online video existing series acquired from other [9][10] producers, as well as original content distributors (OVDs). Virtual MVPDs include such varied services as produced specifically for the service). OTT AT&T also encompasses a wave of "skinny" TV, FuboTV, Sling TV, Hulu + Live TV, television services that offer access to live and YouTube TV. An OVD was defined by the FCC as:[9] any entity that provides video streams of linear specialty channels, similar to a traditional satellite or cable TV programming by means of the Internet or provider, but streamed over the other Internet Protocol (IP)-based transmission path where the transmission public Internet, rather than a closed, private network with proprietary equipment such path is provided by a person other than the as set-top boxes.Over-the-top services are OVD. An OVD does not include an MVPD inside its MVPD footprint or an MVPD to typically accessed via websites on personal the extent it is offering online video computers, as well as via apps on mobile devices (such programming as a component of an MVPD subscription to customers whose homes are as smartphones and tablets), digital media inside its MVPD footprint. players (including video game consoles), or In televisions with integrated Smart broadcasting, over-the-top (OTT) content is the audio, video, and other media TV platforms. In 2011, the Canadian Radio- content delivered over the Internet, without Television and Telecommunications the involvement of a Commission (CRTC), Canada's telecom multiple-system regulator, stated that it "considers that operator (MSO) in the control or distribution Internet access to programming independent of the content. The Internet provider may be of a facility or network dedicated to its aware of the contents of the Internet delivery (via, for example, cable or satellite) Protocol (IP) packets but is not responsible is the defining feature of what have been for, nor able to control, the viewing abilities, termed 'over-the-top' services".[6] In contrast copyrights, and/or other redistribution of the to video video-delivery systems content. This model contrasts with the purchasing or rental of video or audio offered by cable and IPTV, which are tightly content from an Internet service managed networks where channels can be changed instantly, some OTT services such provider (ISP), such as pay television, , and from internet protocol TV, Nvidia Shield, Fire TV, television (IPTV).[11] OTT refers to content and ), gaming consoles (such as from a third party that is delivered to an end- the PlayStation 4, Wii U, and Xbox user, with the ISP simply transporting IP One), tablets, and desktop and laptop packets.[12][13][14][15] OTT television, usually computers. As of called online television or internet television 2019, Android and iOS users make up more or , remains the most than 45% of the total OTT content streaming popular OTT content. This signal is received audience, while 39% of users use the web to over the Internet or through a cell phone access OTT content.[24] network, as opposed to receiving the television signal from a terrestrial broadcast or satellite. Access is controlled by the video Review of Literature distributor, through either an app or a separate OTT dongle or box, connected to a From the aforesaid discussion, it can be phone, PC or smart television set. By mid- inferred that the digital era has undeniably 2017, 58 per cent of US households would opened up avenues for streaming services to access one in a given month and advertising connect and engage with customers in real revenues from OTT channels exceeded time. In order to remain competitive, it [16] those from web browser plug-ins. The becomes imperative for the service record of simultaneous users watching an providers to focus on key drivers that impact OTT event was set at 18.6 million the customer’s decision to stay connected to by Disney's Indian video streaming the firm and provide it steady flow of sales [17] platform . OTT messaging is in future (Viswanathan et al., 2017). defined as instant messaging services or online chat provided by third parties, as Though past studies conducted in the digital an alternative to text messaging services and online context (e.g., Chang & Chen, provided by a mobile network 2008; Delafrooz et al., 2011) have provided operator.[18][19] An example is the Facebook- an exhaustive list of such factors that owned mobile application WhatsApp, that include the quality and usefulness, perceived serves to replace text messaging on Internet ease of use, attitude of customers, trust, connected smartphones.[20][21] Other perceived risk, security, engagement and providers of OTT messaging service experience to mention a few, the include Viber, WeChat, iMessage, Skype, T present study includes only two primary elegram and the defunct Google antecedents, namely, customer engagement Allo.[22] Consumers can access OTT content (CE) and quality of service experience through Internet-connected devices such (QoSE) due to their relevance for streaming as phones (including Android and iOS mobil services in the current situation of pandemic e devices, smart TVs (such as Google lockdown. With a number of OTT services TV and LG Electronics' Channel to choose from, the way the service provider Plus),[23] set-top boxes (such as Apple engages the customers becomes really important for them to attract attention participate in an organization’s activities (Gardner, 2020). Further, due to a surge in (Vivek et al., 2012); creation of co-creative internet consumption during the lockdown customer experiences resulting into a (Madhukalya, 2020), it has become sustainable relationship of the company with necessary for service providers to search for its customers (Brodie et al., 2011); and, the ways to deal with the problem of increased physical, emotional and cognitive demand for data without hampering the involvement of a customer with a brand QoSE, else customers will easily switch to (Patterson et al., 2006). another service providing better quality (Van Daele, 2020). Taking support from Quality of Service Experience these recent studies, the current work devotes attention to the influence of these If firms want their customers to keep two factors on customers’ WCS streaming coming back to them, they need to provide services as well as examines the role of them with an experience that compels them satisfaction and habit in affecting the to keep returning. This quality of experience aforesaid impact. A description of these (QoE) has largely been understood by constructs is provided below. researchers as user’s delight or annoyance with the service. This experience, posited as Engagement the result of the fulfilment of customer’s expectations and is, in turn, driven by the Research in the area of CE seem to have personality and current state of the user picked up pace in the past decade with (Qualinet White Paper, 2013). Even though researchers defining the concept in it is an extension of the notion of service numerous ways. While majority of these quality that deals with the performance of a definitions are based on consumer service, the concept of QoSE tends to be psychology, a few have captured the impact more holistic in nature as it focuses on the of CE behaviours from a company’s assessment of the service performance by perspective (e.g., Doorn et al., 2010). An the user (Varela et al., 2014). early understanding of the construct by Appelbaum (2001) explained CE as rational Satisfaction loyalty formulations based on three key factors, that is, overall satisfaction, A well-researched concept in the area of repurchase intention and intent to be an marketing, satisfaction has been defined by advocate for the brand. Later on, the Oliver (1980) as ‘a summary psychological construct has been posited as the level of a state when the emotions surrounding customer’s investment in a brand with disconfirmed expectations are coupled with cognitive, emotional and behavioural the consumer’s prior feelings about dimensions (Hollebeek, 2011, pp. 555–573); consumption experience’. In a further work, behavioural manifestations of a customer Oliver (1997) posited that satisfaction is towards a brand beyond purchase (Doorn et derived from a comparison of customer’s al., 2010); customer’s intention to direct experience with a product/service with their expectations from the same. There platforms as means to retain existing also exists the consensus that both cognitive customers as well as attract new ones. judgments as well as affective experiences are crucial in producing satisfaction. Habit

Though past studies have well established A simple conceptualization of habit defines the association between satisfaction and CE, it as ‘a behavioural tendency to repeat some have reported the impact of responses given a stable supporting context’ satisfaction on CE (e.g., Doorn et al., (Ouellette & Wood, 1998). It is also posited 2010; Pansari & Kumar, 2017), while others that the ease and speed with which these have found satisfaction to be an outcome of responses can be performed motivates CE (e.g., Abror et al., 2019; Brodie et al., repetition of well-practiced behaviours. A 2013). There, however, has been an later work by De Guinea and Markus (2009) agreement on the linkages between QoE and defined the construct in terms of the ‘extent satisfaction, with studies considering QoE as to which people tend to perform behaviours a measure of user satisfaction automatically because of learning’. The (e.g., Nourikhah & Akbari, 2016, pp. 112– frequency with which a particular behaviour 122). The work by Reichl et al., (2015) occurs is taken as the measure for habit further reports that changes in several strength (e.g., Triandis, 1979). factors such as price can have an impact on QoE, thus, in turn, exerting an impact on Methodology user satisfaction. An online questionnaire was floated on Willingness to Continue and Subscribe WhatsApp and Facebook group to collect primary responses for the study. As there is Most of the OTT services run on a business no sample framework or list of such model, which involves a free trial period, customers, convenience sampling method after which, the customers are given a was used. Further, though the subscription- choice whether they wish to continue to use led streaming services now have a wider the service and subscribe by paying a fixed audience base, with those in the older age monthly fee which will give them groups (35–44 years, and 45–54 years) uninterrupted access to unlimited content showing a higher propensity to pay for provided by that streaming platform. The content (Brand Equity, 2019), the latest customers are also at a liberty to cancel the Global Web Index report dated 30 March subscription anytime. Also, as satisfaction 2020 reports 89% of Indian users in the age itself would not ensure repeat purchase group of 16–35 years (Gen Z and (Appelbaum, 2001), it becomes imperative Millennials). Since the highest number of for the providers of OTT platforms to Facebook users in the country also belong to continuously improve technology, quality of these age groups: 97.2 million users between services and the content offered on their 18 and 24 years and 81.1 million users between 25 and 34 years of age (Statista, 2019), it was considered appropriate to use satisfaction and WCS as well as statements digital/social media platforms to connect that tapped consumers’ habit of consuming with possible users of streaming services. streaming services during the current period of coronavirus lockdown. For all the People availing streaming services at present measures, the scales used/developed by constituted sampling unit for the study. Due previous researchers provided necessary to the possibility that they could be using validity and were adopted with suitable services of more than one OTT platform, modification in the present work. A few respondents were asked to provide their statements were negatively phrased to avoid responses with respect to the provider that response bias that could occur due to the use they use the most. To improve the response of five-point Likert format (strongly rate and encourage greater participation, disagree 1 to strongly agree 5). The details reminder mails were sent with an assurance of the description of various measures along of anonymity of responses. A total of 182 with the source are provided in Table 1. responses received during one-week period (24 June–30 June 2020) served as the final data set. Majority of sample respondents Table 1. Measures were young (87.4%), male (60.1%), unmarried (86.6%) and students (66.8%) with the monthly family income more than one lakh (50.8%). While the data found 85% of users to be paid subscribers; Netflix, Amazon and Hotstar emerged as the top three OTT platforms with, respectively, 59.2%, 29% and 6.3% respondents preferring and using their services over others. Findings and Discussion

Measures The study used PLS-SEM in Smart PLS 2.0 to analyse the data. In addition to the merits The questionnaire for the study, prepared on related to relaxed conditions of data Google Docs, was divided into three broad distribution and applicability on relatively sections. The first section sought small sample size, this technique is less information related to users’ chosen service sensitive to potential omission of variables provider and frequency of digital media (Chin, 2010, pp. 655–690) and primarily consumption in addition to their serves the objective of prediction and demographic characteristics. The second explanation of target constructs (Hair et al., section included statements related to the 2013). Further, this methodology has been two primary antecedents, namely, CE and defended and endorsed by recent marketing QoSE. The third section included statements studies to examine the reflective models for two outcome variables, that is, (e.g., Ali & Omar, 2014, pp. 175–193), thus justifying its application in the current study. Table 2a. Reliability and Convergent The findings with respect to reliability, Validity validity and testing of hypotheses are discussed below.

Reliability and Validity Analysis

Each of the reflective constructs under Model Fit investigation was subjected to reliability and validity analysis. To begin with, all item The PLS algorithm was used to evaluate the loadings (see Figure 2) were examined to reflective structural model presented ensure that they fulfil the cut-off limit of in Figure 2. The R2 of the endogenous 0.70 (Hair et al., 2017). Cronbach alpha construct (i.e., WCS) is found to be 0.786, values above 0.8, composite reliability more reflecting a substantial model fit (Chin, than 0.7 and average variance extracted 2010). The value of standardized root mean (AVE) scores higher than 0.5 for all the square residual (SRMR) < 0.08 and NFI > constructs (see Table 2a) satisfy the 0.8 are acceptable and support the overall threshold acceptance level, thus lending fitness of the structural model. In addition, support to internal consistency and the goodness of fit (GoF) value = 0.822, convergent validity of the model. calculated as the geometric mean of the AVE and R2 (Tenenhaus et al., 2005) of WCS, well exceeds the cut-off value = 0.36, thus indicating a good model fit (Hoffmann & Birnbrich, 2012, pp. 390–407).

Next, the predictive relevance of the model was examined using the blindfolding procedure. The value of Q2 (representing the cross-validity of the endogenous construct) was generated as per Stone–Geisser cross- validation methodology (Geisser, 1974; Stone, 1974). In the current study, the Q2 value of 0.665 (i.e., value > 0) for the endogenous construct (i.e., WCS) at the omission distance = 8 establishes strong predictive power of the model (Hair et al., 2017).

Getting support from the results, the study Figure 2. The Complete Structural Model used PLS predict to predict the item values of the endogenous variable, that is, WCS which are then compared with the consumption, induced due to the pandemic, predictions from a benchmark linear model adds value to the existing body of research. (Shmueli et al., 2016). The higher values of Q2 predict of the study model over the References benchmark LM model in Table 3 confirms 1. Aarts, H., Verplanken, B., Van higher predictive ability and usefulness of Knippenberg, A. (1998). Predicting the former model over the latter. behavior from actions in the past: Repeated decision making or a matter of habit? Journal of Applied Social Psychology, 28(15), 1355–1374. Table 3. Values of Q-square Predict Google Scholar | Crossref | ISI

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