Understanding the Intentions of Young Egyptian to Continue Using OTT Platforms

Abstract

This research paper explores the determinants of Over the Top (OTT) platform intention to use and examine demographic factors such as gender, Education, and Age. The data was collected primarily using questionnaires administered to 227 Young users of OTT video streaming platforms in Egypt.

The key determinant of OTT platforms includes Ease of Effort, Content Quality, Habitual Behavior, Value Expectancy, Social Ties and Facilitating Conditions.

The market of OTT platforms in Egypt in growing and is expected to gain higher momentum in the coming few years. The outcomes of the study will help the managers in comprehending and devising different strategies for consumers of OTT video streaming platforms.

The study is one of the early attempts and most recent aiming to understand the factors affecting the continue intention to use of OTT platforms in Egypt. The results show that Ease of Effort, Content Quality and Facilitating Conditions has a positive effect on the continue intention to use of OTT platforms among young Egyptians.