Study on factors influencing consumers’ choice of digital platforms for streaming sports in Mumbai

Abstract

Sports is witnessing a paradigm shift in terms of viewership and with the advent of the internet, a whole new horizon has opened up to view sports. Today, a consumer can view content related to sports online on his computer or on his phone which is at the fingertips. The research aims to study the factors that influence a consumer’s choice of digital platform for streaming sports. There are a plethora of sporting events these days and the digital rights to every single event cannot be acquired by one entity. This allows good competition for the broadcasting of these sports in the digital arena. The data collected is through primary sources by using random sampling with the sample size of 210 by administering a structured questionnaire. The data is analyzed by using factor analysis. There are a lot of nitty gritties that go into devising a sports platform and it is not easy by any means. There are a lot of factors that come into play when it comes to managing a digital platform which may or may not be beneficial to the consumer. This study aims to understand those factors, if any, and how they might influence consumer behaviour while streaming sports.