A Customer-Centric Study On Youth Attitudes Toward Subscription-Based Entertainment Services:The Impact Of Digital Literacy And Service-Related Characteristics

Abstract

The study examines the impact of digital literacy on the youth's approach towards subscription-based entertainment services. With increasing digital streaming platforms, it is important to understand how digital literacy of user affects the attitude towards subscription-based entertainment services. Using a structured questionnaire, data was collected from 400 respondents in Kerala through a purposeful sample. Statistical analysis, including correlation and regression, showed that digital literacy significantly affects the youth's approach to subscription-based entertainment services. However, economic, social, technical and psychological service-related characteristics did not significantly reduce the relationship. These findings show that digital proficiency is a major determinant of engagement with digital entertainment services. The study highlights the need for targeted digital literacy interventions to increase users' experiences and adoption rates. Future research should detect other factors, such as the material's quality and the platform, which can interrupt the relationship between youth association with digital literacy and membership-based entertainment services.