OTT Market Dynamics: Understanding Consumer Behaviour and Pricing in Emerging Economies
Sridevi M & T. Sarathy · Asian Journal of Economics, Business and Accounting · 2025
Aims: This study examines how pricing strategies, content preferences, and socio-economic and cultural factors influence consumer adoption, retention, and willingness to pay for over-the-top (OTT) platforms in emerging economies. Study Design: A descriptive, cross-sectional desig...
Open access
Research Article
10.9734/ajeba/2025/v25i102028