Who uses paid over-the-top services and why? Cross-national comparisons of consumer demographics and values

Kyu Tae Kwak, Chae Ju Oh, Sang Woo Lee

Research output: Contribution to journalArticlepeer-review

9 Citations (Scopus)


This study empirically investigates characteristics that influence the use of paid content streaming, or over-the-top (OTT) media services. We surveyed paid OTT service users from seven countries—Britain, China, France, Germany, Japan, South Korea, and the United States— to examine the effects of user demographics and values on paid OTT usage as well as the different user characteristics that affect paid OTT usage by country. Our results show that age, monthly income, education, occupation, and tendencies toward warm relationships with others, fun and enjoyment in life, self-fulfillment, and a sense of accomplishment are the main variables that directly influence the use of paid OTT services. Furthermore, the influence of demographic attributes and consumption values that affect transactional video-on-demand and subscription video-on-demand use vary across countries.

Original languageEnglish
Article number102168
JournalTelecommunications Policy
Issue number7
Publication statusPublished - 2021 Aug

Bibliographical note

Funding Information:
This research was supported by the MSIT ( Ministry of Science and ICT ), Korea, under the ITRC (Information Technology Research Center) support program ( IITP-2020-0-01749 ) supervised by the IITP ( Institute of Information & Communications Technology Planning & Evaluation ), and also this work was supported by the Soonchunhyang University Research Fund.

Publisher Copyright:
© 2021 Elsevier Ltd

All Science Journal Classification (ASJC) codes

  • Human Factors and Ergonomics
  • Information Systems
  • Electrical and Electronic Engineering


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