Business Commons^™

Factors Affecting Online Streaming Subscriptions, C. Christopher Lee, Pankaj Nagpal, Sinead G. Ruane, Hyoun Sook Lim

Communications of the IIMA

As digital media continues to expand, competition between cable television and online streaming services increases. Acquiring customers today takes more than just advertising; it requires tailoring business objectives to the needs and wants of consumers. Numerous studies have examined the connection between the adoption of cable and online media, and key variables such as cost, ease of use, and social trends. In this study, we explore a number of factors which consumers consider when choosing cable television and online streaming options. Sample data was collected through a survey questionnaire at a large public university. Multivariate regression models were developed to …