Online Gaming and OTT Consumption: An Exploratory Study of Generation Z

Abstract

This research proposes that Generation Z’s gaming personality can help predict their over-the-top (OTT) consumption behavior. Via a qualitative study (Study 1), we first explore Generation Z’s online gaming and OTT consumption pattern. In Study 2, which is quantitative, we use Tseng's gamer classification scale. Our findings show an association between the gamer type and the type of OTT content consumed. Consumers with aggressive gamer personalities have a higher tendency to watch crime and horror content. Social gamers watch more action & adventure and comedy content, while inactive gamers watch romance and drama.

Keywords:

• OTT
• online gaming
• promotion
• gamification
• marketing
• personality

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

Birla Institute of Technology and Science - Pilani.