The Digital Transformation of Cinema: An Empirical Investigation of OTT Consumption, Audience Engagement, and Changing Film-Viewing Behaviour
Main Article Content
Abstract
With the swift rise and spread of Over-the-Top (OTT) streaming services, traditional cinematic viewing habits and the theatrical exhibition model are under threat. Based on Uses and Gratifications Theory (UGT) only, this study investigates how the convenience, variety of content, Personalisation, Affordability and Accessibility of the platform affect the engagement that audience feels with feature-length films and whether they are related to behaviour changes in film consumption. The study was carried out and is a cross sectional survey, involving 400 Indian adult consumers who watch feature length films on subscription OTT platforms. Exploratory factor analysis (EFA), multiple ordinary least squares (OLS) regression, simple linear regression, Pearson's chi-square test of independence and one-way analysis of variance (ANOVA) were used to analyze the data. The findings show that the content variety, personalization, convenience and Affordability have a significant positive relationship with audience engagement, while the effect of Accessibility is not statistically significant. Engagement with the audience then shows a significant and positive relationship with the change in film-viewing behaviour, accounting for a significant amount of the variance. Moreover, generational distinctions are apparent in how audiences are engaged with, as well as how movie-going habits change over the years. The correlation of age and preferred viewing mode, on the other hand, suggests a systematic difference in the ratio between theatrical and OTT viewing. Together, the results indicate that the affordances of OTT platforms go beyond enabling digital viewing to also shape audiences' assessment, interaction with, and alternatives to the theatrical and domestic film-viewing spaces. The study adds to the OTT and the media-consumption literature by empirically connecting platform affordances to audience engagement and ensuing behavioural changes in a new-market environment.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
References
Athique, A. (2019). A new digital platform for distribution in India. Media, Culture & Society, 41(3), 392–404. https://doi.org/10.1177/0163443718804588
Bhattacharyya, S., Dash, P. C., & Mohanty, S. (2021). The digital transition: Exploring consumers' changing film-consumption patterns on OTT platforms. Global Media Journal, 19(38), 1–9. https://doi.org/10.37591/gmj.v19i38.924
Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), 351–370. https://doi.org/10.2307/3250921
Bhattacherjee, A. (2012). Social science research: Principles, methods, and practices (2nd ed.). Textbooks Collection, Book 3. https://digitalcommons.usf.edu/oa_textbooks/3
Blumler, J. G., & Katz, E. (Eds.). (1974). The uses of mass communications: Current perspectives on gratifications research. SAGE Publications.
Blumler, J. G., & Katz, E. (Eds.). (1974). The uses of mass communications: Current perspectives on gratifications research. SAGE Publications.
Bordwell, D. (2006). The way Hollywood tells it: Story and style in modern movies. University of California Press. https://doi.org/10.1525/9780520932296
Bordwell, D. (2006). The way Hollywood tells it: Story and style in modern movies. University of California Press. https://doi.org/10.1525/9780520932296
Bore, I. L., & Hickinbottom, S. (2023). From cinema halls to digital living rooms: The spatial reconfiguration of movie-watching. Convergence: The International Journal of Research into New Media Technologies, 29(4), 987–1004. https://doi.org/10.1177/13548565231168472
Bore, I. L., & Hickinbottom, S. (2023). From cinema halls to digital living rooms: The spatial reconfiguration of movie-watching. Convergence: The International Journal of Research into New Media Technologies, 29(4), 987–1004. https://doi.org/10.1177/13548565231168472
Bowden, J. L. H., Conduit, J., Hollebeek, L. D., Luoma-aho, V., & Solem, B. A. (2022). The role of engagement in driving consumer behavioral transformation. Journal of Service Research, 25(4), 511–528. https://doi.org/10.1177/10946705221085189
Brodie, R. J., Fehrer, J. A., Jaakkola, E., & Conduit, J. (2021). Actor engagement in networks: Defining the conceptual domain. Journal of Service Research, 22(2), 173–188. https://doi.org/10.1177/1094670519847063
Chan, F., & Ong, D. (2023). Multi-device media repertoires: Ubiquitous Accessibility and digital media engagement. Telematics and Informatics, 78, Article 101948. https://doi.org/10.1016/j.tele.2023.101948
Cunningham, S., & Silver, J. (2018). Screen distribution and the digital revolution. British Film Institute / Palgrave. https://doi.org/10.1007/978-1-84457-897-9
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2020). Consumer engagement in online brand communities: A social media perspective. Journal of Product & Brand Management, 29(5), 721–742. https://doi.org/10.1108/JPBM-06-2019-2422
Dimmick, J., Chen, Y., & Li, Z. (2004). Competition between the Internet and traditional news media: The gratification-niche dimension. The Journal of Media Economics, 17(1), 19–33. https://doi.org/10.1207/s15327736me1701_2
Dogruel, L. (2021). What is automated curation? A typology of algorithmic curation technologies in media environments. Poetics, 89, Article 101569. https://doi.org/10.1016/j.poetic.2021.101569
Dogruel, L. (2021). What is automated curation? A typology of algorithmic curation technologies in media environments. Poetics, 89, Article 101569. https://doi.org/10.1016/j.poetic.2021.101569
Doyle, G. (2016). Digitization and the film value chain: The growth of digital distribution and the decline of the theatrical window. International Journal of Digital Television, 7(2), 221–237. https://doi.org/10.1386/jdtv.7.2.221_1
Doyle, G. (2020). The future of the film distribution window: Disruption, consolidation, and streaming. Media, Culture & Society, 42(5), 781–796. https://doi.org/10.1177/0163443720904593
Doyle, G. (2022). Television, film, and digital distribution: Structural reconfiguration in the streaming era. Journal of Media Economics, 34(3), 143–158. https://doi.org/10.1080/08997764.2022.2104523
Doyle, G. (2022). Television, film, and digital distribution: Structural reconfiguration in the streaming era. Journal of Media Economics, 34(3), 143–158. https://doi.org/10.1080/08997764.2022.2104523
Evens, T., Raats, T., & Hauttekeete, L. (2021). Video streaming platforms as new gatekeepers: Technological affordances and consumption shifts. Communications: The European Journal of Communication Research, 46(3), 365–384. https://doi.org/10.1515/commun-2020-0062
Evens, T., Raats, T., & von Rimscha, M. B. (2020). Business model innovation in screen distribution: The case of European video-on-demand services. Telematics and Informatics, 54, Article 101458. https://doi.org/10.1016/j.tele.2020.101458
Faul, F., Erdfelder, E., Lang, A. G., & Buchner, A. (2007). G*Power 3: A flexible statistical power analysis program for the social, behavioral, and biomedical sciences. Behavior Research Methods, 39(2), 175–191. https://doi.org/10.3758/BF03193146
Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2021). The impact of multi-device digital consumption on customer engagement. Journal of Business Research, 131, 747–759. https://doi.org/10.1016/j.jbusres.2020.11.026
Fuchs, C. (2021). The digital economy and media streaming: Theoretical perspectives on the subscription society. Media, Culture & Society, 43(8), 1461–1478. https://doi.org/10.1177/01634437211022731
Gemser, G., Wijnberg, N. M., & Leenders, M. A. (2021). The persistence of cultural cinema in an algorithmic streaming era: Complementarity or replacement? International Journal of Arts Management, 23(3), 44–58.
Gomes, R., Santos, F., & Oliveira, T. (2022). Convenience and time-shifting in digital video adoption: A structural equation approach. Information Systems Frontiers, 24(2), 543–560. https://doi.org/10.1007/s10796-021-10142-3
Gomez-Uribe, C. A., & Hunt, N. (2015). The Netflix recommender system: Algorithms, business value, and innovation. ACM Transactions on Management Information Systems, 6(4), Article 13. https://doi.org/10.1145/2843948
Grover, P., & Kar, A. K. (2022). User engagement and content discovery in video streaming platforms: An empirical study. Technological Forecasting and Social Change, 175, Article 121332. https://doi.org/10.1016/j.techfore.2021.121332
Hadida, A. L., Lampel, J., Walls, W. D., & Joshi, A. (2021). Hollywood and the digital streaming revolution: Business models, release windows, and changing value chains. Journal of Cultural Economics, 45(2), 157–187. https://doi.org/10.1007/s10824-020-09384-0
Hadida, A. L., Lampel, J., Walls, W. D., & Joshi, A. (2021). Hollywood and the digital streaming revolution: Business models, release windows, and changing value chains. Journal of Cultural Economics, 45(2), 157–187. https://doi.org/10.1007/s10824-020-09384-0
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
Hallinan, B., & Striphas, T. (2021). Recommended for you: The political economy of algorithmic culture. New Media & Society, 23(1), 117–137. https://doi.org/10.1177/1461444819899508
Herbert, D. (2021). Media mobility and screen exhibition: The shifting spatial boundaries of post-theatrical cinema. Screen, 62(1), 81–99. https://doi.org/10.1093/screen/hjaa066
Hollebeek, L. D., Srivastava, R. K., & Chen, T. (2021). S-D logic-informed customer engagement: Integrative framework and future directions. Journal of the Academy of Marketing Science, 49(3), 439–456. https://doi.org/10.1007/s11747-021-00799-5
Hulland, J., Baumgartner, H., & Smith, K. M. (2018). Marketing survey research best practices: Evidence and recommendations from a review of JAMS articles. Journal of the Academy of Marketing Science, 46(1), 92–108. https://doi.org/10.1007/s11747-017-0532-y
Jaakkola, E. (2020). Designing empirical research for impact: Conceptualizing customer engagement behavior. AMS Review, 10(3), 254–268. https://doi.org/10.1007/s13162-020-00178-0
Kar, A. K., Grover, P., & Kar, S. K. (2023). Video streaming platforms and habitual consumer engagement: A multi-method investigation. Information Technology & People, 36(5), 1876–1901. https://doi.org/10.1108/ITP-08-2021-0618
Kar, A. K., Grover, P., & Kar, S. K. (2023). Video streaming platforms and habitual consumer engagement: A multi-method investigation. Information Technology & People, 36(5), 1876–1901. https://doi.org/10.1108/ITP-08-2021-0618
Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. The Public Opinion Quarterly, 37(4), 509–523. https://doi.org/10.1086/268109
Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. The Public Opinion Quarterly, 37(4), 509–523. https://doi.org/10.1086/268109
Kim, J., Hong, S., & Hwang, J. (2020). Multi-screen viewing and platform ubiquity: The role of accessibility affordances. Computers in Human Behavior, 104, Article 106173. https://doi.org/10.1016/j.chb.2019.106173
Kim, S., Baek, H., & Kim, D. (2021). Autonomous viewing and time-shifting: The influence of convenience gratifications on subscription video-on-demand continuance. Telematics and Informatics, 59, Article 101560. https://doi.org/10.1016/j.tele.2020.101560
Kumar, A., & Shah, M. (2021). Economic valuation and pricing architecture of streaming media subscriptions. Journal of Media Business Studies, 18(2), 112–129. https://doi.org/10.1080/16522354.2020.1832745
Lee, H., Choi, Y., & Park, M. (2024). Algorithmic curation, perceived transparency, and consumer engagement in streaming environments. Journal of Computer-Mediated Communication, 29(1), Article zmad044. https://doi.org/10.1093/jcmc/zmad044
Lim, X. J., Cheah, J. H., Waller, D. S., & Ting, D. H. (2021). What makes consumers engage with digital streaming channels? The mediating role of cognitive absorption. Journal of Retailing and Consumer Services, 63, Article 102685. https://doi.org/10.1016/j.jretconser.2021.102685
Lobato, R. (2019). Netflix nations: The geography of digital distribution. New York University Press. https://doi.org/10.18574/nyu/9781479804948.001.0001
Lotz, A. D. (2017). Portals: A treatise on internet-distributed television. University of Michigan Press. https://doi.org/10.3998/mpub.9850669
Lotz, A. D. (2021). Media disruption: What media revolution means for consumers, creators, and businesses. The MIT Press. https://doi.org/10.7551/mitpress/13849.001.0001
Madianou, M. (2020). A theoretical framework for mobile media ubiquity and polymorphic engagement. Mobile Media & Communication, 8(2), 173–191. https://doi.org/10.1177/2050157919843969
Matrix, S. (2014). The Netflix effect: Teens, binge watching, and on-demand digital entertainment media trends. Jeunesse: Young People, Texts, Cultures, 6(1), 119–138. https://doi.org/10.1353/jeu.2014.0002
Menon, D. (2022). Purchase and continuation intentions of OTT platforms: A uses and gratifications approach. Journal of Retailing and Consumer Services, 67, Article 102967. https://doi.org/10.1016/j.jretconser.2022.102967
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). McGraw-Hill.
Palmgreen, P., Wenner, L. A., & Rayburn, J. D. (1980). Relations between gratifications sought and obtained: A study of television news. Communication Research, 7(2), 161–192. https://doi.org/10.1177/009365028000700202
Palmgreen, P., Wenner, L. A., & Rayburn, J. D. (1980). Relations between gratifications sought and obtained: A study of television news. Communication Research, 7(2), 161–192. https://doi.org/10.1177/009365028000700202
Panda, S., & Pandey, S. C. (2020). Binge watching and its impact on consumer engagement with OTT video platforms: A uses and gratifications perspective. Journal of Consumer Marketing, 37(6), 675–688. https://doi.org/10.1108/JCM-09-2019-3408
Papacharissi, Z., & Rubin, A. M. (2000). Predictors of Internet use. Journal of Broadcasting & Electronic Media, 44(2), 175–196. https://doi.org/10.1207/s15506878jobem4402_2
Pardo, A., Sánchez-Tabernero, A., & Arrese, Á. (2021). Film production, distribution, and exhibition: Re-evaluating the economics of theatrical windows. Journal of Media Economics, 33(1–2), 48–66. https://doi.org/10.1080/08997764.2021.1963495
Pardo, A., Sánchez-Tabernero, A., & Arrese, Á. (2021). Film production, distribution, and exhibition: Re-evaluating the economics of theatrical windows. Journal of Media Economics, 33(1–2), 48–66. https://doi.org/10.1080/08997764.2021.1963495
Park, C. S., & Kaye, B. K. (2020). Smartphone and multi-device repertoires: Ubiquitous Accessibility as a primary media gratification. Mass Communication and Society, 23(3), 395–420. https://doi.org/10.1080/15205436.2019.1678508
Podsakoff, P. M., MacKenzie, S. B., & Podsakoff, N. P. (2012). Sources of method bias in social science research and recommendations on how to control it. Annual Review of Psychology, 63, 539–569. https://doi.org/10.1146/annurev-psych-120710-100452
Podsakoff, P. M., MacKenzie, S. B., & Podsakoff, N. P. (2012). Sources of method bias in social science research and recommendations on how to control it. Annual Review of Psychology, 63, 539–569. https://doi.org/10.1146/annurev-psych-120710-100452
Punathambekar, A., & Kumar, S. (2020). Digital platforms and the transformation of media economies: Insights from the Global South. Media, Culture & Society, 42(7–8), 1227–1240. https://doi.org/10.1177/0163443720953504
Rainie, H., & Wellman, B. (2012). Networked: The new social operating system. The MIT Press. https://doi.org/10.7551/mitpress/8358.001.0001
Rao, K. S., Venkatraman, S., & Krishnan, R. (2022). Changing consumption patterns in film viewing: Economic trade-offs between multiplexes and OTT channels. International Journal of Media Management, 24(2), 89–110. https://doi.org/10.1080/14241277.2022.2084612
Rayburn, J. D., & Palmgreen, P. (1984). Merging uses and gratifications and expectancy-value theory. Communication Research, 11(4), 537–562. https://doi.org/10.1177/009365084011004005
Rayburn, J. D., & Palmgreen, P. (1984). Merging uses and gratifications and expectancy-value theory. Communication Research, 11(4), 537–562. https://doi.org/10.1177/009365084011004005
Ruggiero, T. E. (2000). Uses and gratifications theory in the 21st century. Mass Communication & Society, 3(1), 3–37. https://doi.org/10.1207/S15327825MCS0301_02
Ruggiero, T. E. (2000). Uses and gratifications theory in the 21st century. Mass Communication & Society, 3(1), 3–37. https://doi.org/10.1207/S15327825MCS0301_02
Saini, N., Sahu, K., & Agrawal, R. (2023). Pricing perceptions, value realization, and subscription continuance on video-on-demand services. Journal of Business Research, 154, Article 113338. https://doi.org/10.1016/j.jbusres.2022.113338
Saunders, M., Lewis, P., & Thornhill, A. (2019). Research methods for business students (8th ed.). Pearson Education.
Seymour, W., Van Kleek, M., & Shadbolt, N. (2021). Algorithmic choice architectures and the psychology of recommendation systems. Computers in Human Behavior, 124, Article 106924. https://doi.org/10.1016/j.chb.2021.106924
Sharma, S., Joshi, S., & Sharma, P. (2022). Post-theatrical release windows: Examining audience waiting tolerance for digital streaming releases. Journal of Cultural Economics, 46(3), 485–507. https://doi.org/10.1007/s10824-021-09428-1
Shin, D. (2019). How does the algorithm score you? The role of explainability and transparency in algorithmic personalization. Computers in Human Behavior, 100, 443–452. https://doi.org/10.1016/j.chb.2019.07.003
Shin, D. (2020). User evaluations of algorithmic recommendation systems: The role of fairness, accountability, and transparency. International Journal of Information Management, 54, Article 102194. https://doi.org/10.1016/j.ijinfomgt.2020.102194
Shin, D. (2020). User evaluations of algorithmic recommendation systems: The role of fairness, accountability, and transparency. International Journal of Information Management, 54, Article 102194. https://doi.org/10.1016/j.ijinfomgt.2020.102194
Shin, D. (2020). User evaluations of algorithmic recommendation systems: The role of fairness, accountability, and transparency. International Journal of Information Management, 54, Article 102194. https://doi.org/10.1016/j.ijinfomgt.2020.102194
Shin, S., & Park, J. (2021). Factors influencing the subscription continuance of OTT streaming services: The role of content variety and perceived value. Telecommunications Policy, 45(8), Article 102187. https://doi.org/10.1016/j.telpol.2021.102187
Singh, H., Sengupta, S., & Ray, A. (2023). Catalog depth, linguistic diversity, and audience engagement on subscription video-on-demand platforms. New Media & Society, 25(6), 1421–1442. https://doi.org/10.1177/14614448211029284
Sparviero, S. (2019). The case of Netflix: Digital distribution and the value chain of television. Media and Communication, 7(1), 126–136. https://doi.org/10.17645/mac.v7i1.1764
Sparviero, S. (2021). Platform economy and the disruption of media industries: Revisiting television and film value chains. Telematics and Informatics, 58, Article 101533. https://doi.org/10.1016/j.tele.2020.101533
Suciu, P. (2024). Spectacle cinema versus domestic screening: The polarization of modern film exhibition. Convergence: The International Journal of Research into New Media Technologies, 30(2), 412–429. https://doi.org/10.1177/13548565231210874
Suciu, P. (2024). Spectacle cinema versus domestic screening: The polarization of modern film exhibition. Convergence: The International Journal of Research into New Media Technologies, 30(2), 412–429. https://doi.org/10.1177/13548565231210874
Suciu, P. (2024). Spectacle cinema versus domestic screening: The polarization of modern film exhibition. Convergence: The International Journal of Research into New Media Technologies, 30(2), 412–429. https://doi.org/10.1177/13548565231210874
Suciu, P. (2024). Spectacle cinema versus domestic screening: The polarization of modern film exhibition. Convergence, 30(2), 412–429. https://doi.org/10.1177/13548565231210874
Sundar, S. S., & Limperos, A. M. (2013). Uses and grats 2.0: New gratifications for new media. Journal of Broadcasting & Electronic Media, 57(4), 504–525. https://doi.org/10.1080/08838151.2013.845827
Sundar, S. S., & Limperos, A. M. (2013). Uses and grats 2.0: New gratifications for new media. Journal of Broadcasting & Electronic Media, 57(4), 504–525. https://doi.org/10.1080/08838151.2013.845827
Sundar, S. S., Jia, H., Bellur, S., & Kang, H. (2015). The condition of agency in algorithmic interactive systems. Human-Computer Interaction, 30(3–4), 226–256. https://doi.org/10.1080/07370024.2014.996129
Sundaram, R., Nair, A., & Pillai, R. (2024). The economics of leisure: Dissecting the out-of-home cost barriers driving cinema substitution. Journal of Media Economics, 36(1), 22–45. https://doi.org/10.1080/08997764.2024.2315890
Tryon, C. (2013). On-demand culture: Digital delivery and the future of movies. Rutgers University Press. https://doi.org/10.36019/9780813561141
Vaterlaus, J. M., Spruance, L. A., & Patten, E. V. (2021). Streaming video-on-demand ubiquity: Mobile technology and shifting family viewing habits. Journal of Family Issues, 42(7), 1542–1562. https://doi.org/10.1177/0192513X20949887
Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157–178. https://doi.org/10.2307/41410412
Verma, S., Kumar, R., & Chawla, D. (2023). The anatomy of streaming engagement: Linking cognitive absorption with long-term viewing habit change. Computers in Human Behavior, 141, Article 107624. https://doi.org/10.1016/j.chb.2022.107624
Verma, S., Kumar, R., & Chawla, D. (2023). The anatomy of streaming engagement: Linking cognitive absorption with long-term viewing habit change. Computers in Human Behavior, 141, Article 107624. https://doi.org/10.1016/j.chb.2022.107624
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2022). Customer engagement: Exploring the multidimensional nexus of cognitive, emotional, and behavioral involvement. Journal of Marketing Theory and Practice, 30(2), 185–204. https://doi.org/10.1080/10696679.2021.1935274
Waisbord, S. (2022). Public spaces and private screens: The civic consequences of post-theatrical cinema. Communication Theory, 32(3), 325–343. https://doi.org/10.1093/ct/qtac013
Waldfogel, J. (2023). Streaming and movie choice: How recommendation engines expand the cultural long tail. Journal of Industrial Economics, 71(2), 389–418. https://doi.org/10.1111/joie.12328
Waldfogel, J. (2023). Streaming and movie choice: How recommendation engines expand the cultural long tail. Journal of Industrial Economics, 71(2), 389–418. https://doi.org/10.1111/joie.12328
Wayne, M. L. (2018). Netflix, video-on-demand, and the contemporary television landscape. Television & New Media, 19(8), 725–741. https://doi.org/10.1177/1527476417745857
Wayne, M. L. (2018). Netflix, video-on-demand, and the contemporary television landscape. Television & New Media, 19(8), 725–741. https://doi.org/10.1177/1527476417745857
Wayne, M. L. (2022). The subscription video-on-demand economy: Global structures and local impacts. Media, Culture & Society, 44(2), 341–357. https://doi.org/10.1177/01634437211022728
Zeithaml, V. A., Verleye, K., Hatakkala, I., Thompson, P., & Bhattacharya, C. B. (2020). Mapping the domain of perceived value in subscription services. Journal of the Academy of Marketing Science, 48(3), 438–462. https://doi.org/10.1007/s11747-019-00696-3