Short answer
Designers and product managers should consider how viewing duration and device context influence the user's overall experience and subscription commitment, tailoring features and content accordingly.
- Field
- Innovation & Markets
- Source
- Purushartha - A Journal of Management Ethics and Spirituality (2022)
- Method
- Quantitative survey analysis
- Sample
- 405 participants
- Evidence
- Strong effect
The duration of viewing sessions and the type of device used by consumers can significantly alter their experience with Over-the-Top (OTT) services, thereby impacting their likelihood to continue subscribing. This innovation & markets research insight is drawn from a 2022 study published in Purushartha - A Journal of Management Ethics and Spirituality. Using Quantitative survey analysis with 405 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and product managers should consider how viewing duration and device context influence the user's overall experience and subscription commitment, tailoring features and content accordingly.
Screen time and device type significantly influence user retention in OTT services
The duration of viewing sessions and the type of device used by consumers can significantly alter their experience with Over-the-Top (OTT) services, thereby impacting their likelihood to continue subscribing.
Purushartha - A Journal of Management Ethics and Spirituality · 2022
Key Findings
- 01OTT services positively impact user search experience.
- 02User search experience positively influences the intention to continuously subscribe to OTT services.
- 03Screen watching time moderates the relationship between OTT services and search experience.
- 04Screen watching time also moderates the relationship between search experience and intention to subscribe.
- 05A three-way interaction between device type and screen watching time significantly affects the mediation model.
Application
Design takeaway
Designers and product managers should consider how viewing duration and device context influence the user's overall experience and subscription commitment, tailoring features and content accordingly.
How to apply
When designing or iterating on an OTT service, segment users based on typical viewing times and primary devices to personalize the experience and improve retention strategies.
Project actions
- 01When researching user behavior, consider how context (like time spent or device used) might change the results.
- 02Think about how to measure user experience beyond just satisfaction, including factors that lead to continued engagement.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Investigates a novel moderated-moderated mediation model.
- +Provides insights into the complex inter-relationships between service, user experience, and retention.
Limitations
Self-reported data can be inaccurate. The study might not cover all types of OTT services or devices, so findings might not apply everywhere.
Reliability & validity
The study's reliance on a large sample size and statistical modeling suggests good internal validity for the observed relationships. However, external validity might be limited by the specific sample and context of OTT services studied.
Think critically
To what extent can a service design truly account for the vast variability in user viewing habits and device preferences, and what are the ethical implications of designing to maximize engagement?
Design Principles
"User retention is influenced by the interplay of service features, user behavior, and the context of use."
Understanding how user behavior, specifically screen time and device choice, interacts with the service experience is crucial for OTT providers. This knowledge allows for more targeted content delivery, personalized user interfaces, and strategic marketing efforts to enhance customer loyalty and reduce churn.
What This Means for Your Design
How long people watch shows and what they watch them on (like a phone or a TV) really changes whether they'll keep paying for the streaming service.
How to use in your project
- 1.Use this study to justify investigating how user context (e.g., time of day, device) impacts the usability or desirability of your designed solution.
- 2.Incorporate user behavior variables into your testing protocols to understand their moderating effects.
Add to My Project
Quick Cite
Paragraph starter
This research highlights the significant impact of user context, specifically screen watching time and device type, on user retention within digital services. The findings suggest that a positive user search experience, mediated by these contextual factors, is a strong predictor of continuous subscription. This underscores the importance of designing for diverse user behaviors and environments to ensure sustained engagement and loyalty.
Source
Purushartha - A Journal of Management Ethics and Spirituality
OTT Services and Intention to Continuous Subscription: A Moderated-Moderated Mediation Analysis
journal · 2022
View sourceQuestions About This Research
- What does the research say about screen time and device type significantly influence user retention in ott services?
- Designers and product managers should consider how viewing duration and device context influence the user's overall experience and subscription commitment, tailoring features and content accordingly. Evidence: Purushartha - A Journal of Management Ethics and Spirituality (2022).
- Why does "Screen time and device type significantly influence user retention in OTT services" matter for design?
- Understanding how user behavior, specifically screen time and device choice, interacts with the service experience is crucial for OTT providers. This knowledge allows for more targeted content delivery, personalized user interfaces, and strategic marketing efforts to enhance customer loyalty and reduce churn.
- How can designers apply this research?
- Designers and product managers should consider how viewing duration and device context influence the user's overall experience and subscription commitment, tailoring features and content accordingly.
- What were the main findings?
- OTT services positively impact user search experience.. User search experience positively influences the intention to continuously subscribe to OTT services.. Screen watching time moderates the relationship between OTT services and search experience.. Screen watching time also moderates the relationship between search experience and intention to subscribe.
- What research method was used?
- Quantitative survey analysis with 405 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2022 journal from Purushartha - A Journal of Management Ethics and Spirituality.
- What should I do differently in my next project?
- When designing or iterating on an OTT service, segment users based on typical viewing times and primary devices to personalize the experience and improve retention strategies.
- What are the limitations?
- The study relies on self-reported data, which may be subject to recall bias. The specific types of OTT services and devices were not detailed, potentially limiting generalizability.