A Conjoint-Based Approach To Consumer Preferences in VoD Services
Rahul Sharma1, Amit Kakkar2
1Rahul Sharma, Mittal School of Business, Phagwara (Punjab), India.
2Amit Kakkar, Lovely Professional University, Phagwara (Punjab), India.
Manuscript received on 28 March 2019 | Revised Manuscript received on 07 April 2019 | Manuscript Published on 11 April 2019 | PP: 157-162 | Volume-8 Issue-4C, April 2019 | Retrieval Number: D24370484C19/19©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)

Abstract: With the emergence of Video-On-Demand (VoD) services and the increasing intrusion of broadband, higher penetration of allied devices and the subsequent development of infrastructure, consumers now have the choice of enjoying broadcasting contents using smartphones, tablets and personal computers as and when they want and where they want. Lot of international players like the deep pocketed Netflix and Amazon Prime are expanding their wings across the world. Not to be behind, many broadcasters, content developers and aggregators from India are also making their presence felt in this emerging industry. With the expected growth in VoD industry, the India’s online video advertising market’s contribution will be equal to or more than INR 80 bn out of total digital advertising market of INR 185 bn in revenue by 2020. Subscription video on demand (SVoD) services, albeit starting from a much lower base is expected to see a higher CAGR at 64% for the same period. To comprehend the shift that the VoD services will bring in the content consumption of the viewers, a proper understanding of consumer acceptance for VoD services is crucial. Thus, the present study uses the technique of conjoint analysis to find the key attributes for the success of VoD services in India. We identified Content_type, Payment_model, Content_nature and Language as the important product attributes that influence the adoption of VoD services in the Indian scenario.
Keywords: AVOD, Conjoint Analysis, Content, Online streaming, OTT, SVOD, Video on Demand.
Scope of the Article: Big Data Application Quality Services