Kalra, Neha; Deshwal, Pankaj; Gokarn, Samir; Kushwah, … - In: IIMT journal of management 1 (2024) 1, pp. 47-87
Purpose The proliferation of technological advancements has facilitated unrestricted access to and customizable consumption of content for viewers. Over-the-top (OTT) services are becoming more and more popular as the number of people using video streaming services grows around the world. In...