The Impact of Over-the-Top Television Services on Pay-Television Subscription Services in South Africa
| Autor: | Robertson K. Tengeh, Nokuphiwa Udoakpan |
|---|---|
| Rok vydání: | 2020 |
| Předmět: |
lcsh:Management. Industrial management
Sociology and Political Science 050801 communication & media studies over-the-top television (OTT TV) lcsh:Business Development Digital media 0508 media and communications cord-shaving ddc:650 0502 economics and business Quantitative research Pay-TV 050207 economics ComputingMilieux_MISCELLANEOUS Service (business) Consumption (economics) Data collection Descriptive statistics business.industry 05 social sciences Advertising cord-nevers lcsh:HD28-70 cord-cutting Strategic management lcsh:HF5001-6182 business General Economics Econometrics and Finance |
| Zdroj: | Journal of Open Innovation: Technology, Market and Complexity, Vol 6, Iss 139, p 139 (2020) Journal of Open Innovation: Technology, Market, and Complexity Volume 6 Issue 4 |
| ISSN: | 2199-8531 |
| DOI: | 10.3390/joitmc6040139 |
| Popis: | Globally, developments and innovations in television technology, including the launch and growth of over-the-top television services (OTT TV), have affected traditional pay-TV operators&rsquo ability to grow a subscriber base and retain existing customers. Despite attempts made by the Independent Communications Authority of South Africa (ICASA) to ascertain the impact of the OTT TV on pay-TV services, the results have remained inconclusive. In the absence of a comprehensive assessment and credible evidence, this paper sought to ascertain the impact that OTT TV services have on traditional pay-TV services in South Africa. A quantitative research method was adopted using a non-probability sampling technique for data collection. A total of 391 responses were collected utilising an online survey questionnaire and analysed using descriptive statistics on IBM® SPSS® version 26. The main findings of the study showed that OTT TV services are a complementary service to pay-TV services as opposed to a substitute. Low-income earners are using free/paid mobile applications to consume TV content, and for those who have neither OTT TV nor pay-TV services, free-to-air services are the preferred platform for TV consumption. This study benefits all stakeholders in digital media and business strategy, as well as marketing students. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|