Impact of OTT media on the society: insights from path analysis

Abstract

Purpose

The proliferation of the internet has enabled over-the-top (OTT) media to spread rapidly. It is now at the threshold of creating a huge social impact. However, there have been no studies so far that have examined the impact of OTT media on society, family and individuals. This study proposes to investigate the same and discover its impact on the family, society and whether it has any effect on individuals' career or education and one's health.

Design/methodology/approach

Path analysis was used to investigate the patterns of the effect of OTT on the family and society. This method was chosen since it allows to examine the influences within a system of variables and gain insights into the OTT media's impact. The responses were collected through an online questionnaire.

Findings

The paper provides empirical insights into the impact of OTT media. It reveals some interesting and crucial insights on its influence.

Research limitations/implications

Because of the chosen research approach, the research results do not establish any causal relationships. Since the survey was conducted during the pandemic, further research during “normal” time is suggested.

Practical implications

The paper discloses the powerful and growing OTT media's significance.

Social implications

With watching OTT emerging very rapidly as a powerful channel of entertainment, what people see is very important. Hence, the purpose of this empirical study to investigate the influence of OTT media on individual, family and society is crucial and topical.

Originality/value

This paper fulfils an identified need to understand OTT media's influence.

Citation

Prasad, S.S. (2022), "Impact of OTT media on the society: insights from path analysis", Asia-Pacific Journal of Business Administration, Vol. 14 No. 2, pp. 185-198. https://doi.org/10.1108/APJBA-06-2021-0261