Comparative analysis of consumer value propositions in the ott services market

This article discusses the trends in the development of OTT services in the world and in Russia, identifies factors that influence the increase in the consumption of paid video content, identifies key components of OTT services that attract consumers, shape consumer experience and ensure the convenience of online movie theaters. Similar components are defined in the article as consumer value propositions. A benchmarking analysis of the services provided was carried out on the example of OTT services popular in Russia. Unusual and new components of modern OTT services are revealed, and forms of content provision are described. The article presents the results of a comparative analysis, the leader is identified in terms of the possibilities of forming consumer experience. As a result of the work, conclusions are drawn regarding the solutions implemented on the modern market of OTT services, which the consumer of traditional linear television is deprived of. The reported study was funded by RFBR, project number 20-010-00571 "The Impact of Digital Transformation on Improving the Quality and Innovation of Services".