**7. Empirical review**

Nokuphiwa and Robertson [16] Conducted a study on the impact of over-the-top television services on pay- pay-television subscription services in South Africa. The objective of the study is to establish the impact OTT TV services have on traditional Pay TV services in South Africa. The study adopted the online survey method. The study found that rather than being a substitute, OTT TV serves as a complementary service to Pay TV services. The study showed that for consuming TV content, low-income earners make use of free/paid mobile applications, while those without OTT TV and Pay TV services, make use of free-to-air services as their preferred platforms for TV consumption.

Narendran [17] conducted a study on consumer behaviour of online video and the perception of digital advertisements among Swedish millennials. The objective of the study was to ascertain how the consumption behaviour of online video among Swedish millennials changed in the last decade. An in-depth interview method was used to collect the data needed for the study. Also, 2009–2019 statistics from MMS on television viewership figures, OTT viewing figures, and OTT reach were collected. 2013–2018 data from IRM (Institut for Reklam Och Mediestatistik) on the turnover of television and digital advertisement were also collected. The study concluded that media convergence has made it possible for millennials to stream and watch content according to their schedules which has led to cord-cutting by an increased number of people thereby, resulting in a decrease in broadcast viewership.
