Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource OTT Enchantment: Decoding the Secret of Millennials Subscription Intentions Subject The topic of the resource Continuance Intention; Millennials; OTT; Purchase Intention; Subscription Intention; U&amp;G Theory Description An account of the resource This study explores the factors that affect intention and choices of millennials for subscription of Over-The-Top (OTT) platforms. The study involved a mixed-methods approach, involving exploratory and descriptive design. The outcome of the study showed that there is a profound impact of demographic variables on the subscription intention. Results also indicated that factors like convenient navigation, information seeking, and bingewatching impacted respondents attitudes towards purchasing OTT subscriptions. Moreover, factors like relaxation and voyeurism impacted respondents attitudes towards continuing OTT subscriptions. The research findings will be helpful for OTT companies to implement new distribution strategies with mobile operators to launch novel services like mobile-only packs and sachet pricing and thereby increase their user base. The study contributes significantly in understanding the viewership and subscription patterns of millennials. The study is exclusively an original contribution of the authors. 2024, Econjournals. All rights reserved. Creator An entity primarily responsible for making the resource Sinha D.; Sinha S.; Phutela N.; Grover P. Source A related resource from which the described resource is derived International Review of Management and Marketing , Vol-14, No. 6, pp. 119-130. Publisher An entity responsible for making the resource available Econjournals Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.32479/irmm.17110" target="_blank" rel="noreferrer noopener">https://doi.org/10.32479/irmm.17110</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85209155163&amp;doi=10.32479%2Firmm.17110&amp;partnerID=40&amp;md5=e7e02d1b1cd589a4dc192ff0804e91e3" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85209155163&amp;doi=10.32479%2firmm.17110&amp;partnerID=40&amp;md5=e7e02d1b1cd589a4dc192ff0804e91e3</a> Rights Information about rights held in and over the resource All Open Access; Gold Open Access Relation A related resource ISSN: 21464405 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Sinha D., Christ University, Bengaluru, India; Sinha S., Christ University, Bengaluru, India; Phutela N., Symbiosis Centre for Management Studies, Symbiosis International (Deemed University), Noida, Pune, India; Grover P., Symbiosis Centre for Management Studies, Symbiosis International (Deemed University), Noida, Pune, India