HABIT FORMATION AND CONTINUOUS USAGE OF OTT PLATFORMS: AN EXTENDED UTAUT PERSPECTIVE
DOI:
https://doi.org/10.62737/15w2eh98Keywords:
OTT adoption, Intention to Adopt, Continuous usage of OTT. UTAUT-2Abstract
This study examines the behavioral factors that affect the intention to adopt and continue using Over-The-Top (OTT) platforms within the Indian context, utilizing an expanded framework of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). This study combines essential elements—content quality, hedonic motivation, personal innovativeness, and perceived value—with barriers like content overload and perceived complexity to elucidate users’ engagement patterns with OTT platforms. The data collection involved a structured survey administered to 572 respondents, followed by analysis utilizing Partial Least Squares Structural Equation Modelling (PLS-SEM). The results indicate that the intention to adopt serves as a significant predictor of ongoing usage, with content quality and personal innovativeness identified as the primary influencing factors. On the other hand, an excess of content greatly obstructs both the adoption and usage behaviors. This study advances theoretical understanding by expanding UTAUT2 into media-focused contexts and provides actionable insights for OTT providers looking to improve user retention via tailored content and optimized interfaces. The discussion includes implications, limitations, and potential directions for future inquiry.
References
[1] Alshehri, M., Drew, S., & Alfarraj, O. (2013). A comprehensive analysis of e-government services adoption in Saudi Arabia: Obstacles and challenges. International Journal of Advanced Computer Science and Applications, 4(9), 1–6.
[2] Arun, T. M., Singh, S., Khan, S. J., & Akram, M. U. (2021). Just one more episode: Exploring consumer motivations for adoption of streaming services. Asia Pacific Journal of Information Systems, 31(1), 17–38. https://doi.org/10.14329/apjis.2021.31.1.17
[3] Baig, A. A., & Yadegaridehkordi, E. (2025). Understanding online video streaming services and digital consumption behavior. Journal of Media Business Studies, 20(1), 55–72.
[4] Bhattacharyya, S. S., Goswami, S., & Mehta, R. (2022). Examining the factors influencing adoption of over the top (OTT) services among Indian consumers. Journal of Science and Technology Policy Management.
[5] Bhattacharyya, S., Mandal, A., & Dey, P. (2022). Assessing user perception of OTT platforms using the UTAUT2 framework: A study of Indian millennials. Journal of Science and Technology Policy Management, 13(3), 123–138.
[6] Cardoso, G., Scolari, C. A., & Bittencourt, A. (2022). Digital media flows and streaming dynamics in post-broadcasting cultures. Media, Culture & Society, 44(6), 1013–1028.
[7] Chang, Y., Hajiyev, J., & Su, C. (2019). Examining the students’ behavioral intention to use e-learning in higher education: An extended UTAUT model. Information Development, 35(3), 237–252.
[8] Chen, C. H., Chen, I. F., Tsaur, R. C., & Chui, L. Y. (2023). User behaviors analysis on OTT platform with an integration of technology acceptance model. Quality & Quantity.
[9] Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Lawrence Erlbaum Associates.
[10] Dasgupta, S., & Grover, P. (2019). User engagement and stickiness in streaming platforms: A TAM and flow theory perspective. Journal of Retailing and Consumer Services, 47, 157–165.
[11] Demsash, A. T., Alemu, M., & Koye, D. N. (2024). Unified theory of acceptance and use of technology (UTAUT): A review of the current literature. Journal of Theoretical and Applied Electronic Commerce Research, 19(1), 15–29.
[12] Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). Sage.
[13] Kour, G., & Chhabria, B. (2022). Understanding platform strategies for consumer stickiness on OTT platforms. Journal of Indian Business Research.
[14] Lo, S. C., Chien, C. H., & Lin, Y. C. (2024). An empirical study on content personalization, overload, and user loyalty on OTT platforms. Journal of Consumer Behaviour, 23(1), 29–48.
[15] Momani, A. M. (2020). The unified theory of acceptance and use of technology: A new approach in technology acceptance. International Journal of Sociotechnology and Knowledge Development, 12(3), 79–98.
[16] Nagaraj, S., Singh, S., & Yasa, V. R. (2021). Factors affecting consumers' willingness to subscribe to over-the-top (OTT) video streaming services in India. Technology in Society, 64, 101508.
[17] Park, K. C., & Lee, S. (2022). Investigating consumer innovativeness for new media infusion: Role of literacy in the context of OTT services in Korea. KSII Transactions on Internet and Information Systems, 16(6), 2046–2065. https://doi.org/10.3837/tiis.2022.06.009
[18] Polisetty, A., Sowmya, G., & Pahari, S. (2023). Streaming towards innovation: Understanding consumer adoption of OTT services through IRT and TAM. Cogent Business & Management, 10(1), 2283917. https://doi.org/10.1080/23311975.2023.2283917
[19] Thurman, N., Newman, N., & Fletcher, R. (2023). Streaming news and digital fatigue: OTT content consumption in global media markets. Digital Journalism, 11(5), 585–605.
[20] Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157–178.
