AN ANALYSIS OF THE EFFECTS OF OVER THE TOP SERVICES ON PAY TV SERVICES IN KENYA
Keywords:
OTT services, Cost and Pay TVAbstract
Purpose: To establish the effects of over the top services on Pay TV service providers and television broadcasting services in Kenya.
Methods: The study utilized desktop literature review and focused on previously published documents in PDF format that looked into the impact of OTT services on Pay TV services around the globe. A total of 20 publications were found relating to OTT services and Pay TV service providers. Yamane (1967) formula was used to calculate the sample size.
Results: The results from literature review found that various components of OTT services affect the services offered by Pay TV providers. It was also revealed that OTT service providers allowed viewers to watch movies and TV programs as per their convenience and preference. It was found that the cost benefits and flexibilities offered by the OTT players have led to consumers increasingly preferring using them over Pay TV services.
Unique Contribution to theory, practice and policy: To address the implications of OTT services on the performance of Pay TV service providers, the providers should consider upgrading some of the services so that they are able to offer cost effective, convenience and quality services to the users. Some of the applicable ways that Pay TV providers can use to stay relevant in the market are partnering with OTT players and developing their own OTT services. The critical focus should be putting considerable effort on improving their content and meeting the demand of consumers in all ways. In modeling of these practices, the Pay TV providers should take into consideration experts who are well conversant with integration of OTT services in their own systems. Additionally, technology is evolving each day therefore; the Pay TV providers should set strategies of improving their systems once they set the OTT services in place. This will help the providers to remain relevant in the sector of broadcasting.
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