Author ORCID Identifier

0000-0002-6415-7256

Date of Award

Spring 5-2020

Degree Type

Thesis

Degree Name

Master of Science (MS)

Department

Kinesiology and Health

First Advisor

Beth Cianfrone, PhD

Second Advisor

Timothy Kellison, PhD

Third Advisor

Elodie Wendling, PhD

Abstract

Historically, many sports entities have generated revenue through media rights, which has now become a billion-dollar business with its convergence with technology. As technology advances, cord-cutters have criticized cable television providers based on the high costs of content and the lack of consumer choices. Over-the-top (OTT) platforms have since converted conventional television viewers to OTT platforms serving as a viable force that has altered the existing market. This disruption has created new opportunities for sports properties to exclude traditional media powerhouses and provide their own live and on-demand services to consumers, an opportunity that organizations across all levels of sport are exploring as a means of expanding their revenues and strengthening their reach. As online sports consumption is relevant to OTT, current research does not address the reasons why fans consume sports via digital platforms and their gratification with the product. Despite trends reflecting changes in consumption patterns and the expansion of the profits accumulated from digital sport media rights, there has been limited research exploring the OTT consumer, which would be practical in developing effective marketing strategies. The overarching purpose of this study was to determine the composition of an OTT sports consumer and examine what effect their motives have on their gratification and constant utilization of the platform. An online survey was administered to OTT users (N = 151). Descriptive statistics, cluster analyses, t-test, and MANOVAs revealed characteristics about the users.

DOI

https://doi.org/10.57709/31282932

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