Purchase and continuation intentions of over -the -top (OTT) video streaming platform subscriptions: a uses and gratification theory perspective

• This paper is the first one of its kind, focusing on the purchase and continuation intentions of OTT video streaming subscriptions. • A comprehensive research model was developed based on the U& G theory and tested using cross-sectional data from 576 OTT users from India • This research identified eight U&Gs for OTT platforms: Convenient navigability, Binge-watching, Entertainment, Relaxation, Social interaction, Companionship, Voyeurism, and Information seeking • The result indicated that convenient navigability, binge-watching, and relaxation U&G predict OTT video streaming subscription purchase intentions. • Convenient navigability, binge-watching, and entertainment U&G predicted its continuation intentions. Over-the-top video streaming (OTT) platforms, by their consummate artistry, are changing how people watch television. No past research has investigated the relationship between OTT streaming platforms' different uses and gratifications (U&G), subscription, and continuation intentions. Using the multi-method approach commonly used in uses and gratification research, i.e., semi-structured interviews and surveys, this study identified eight U&Gs for OTT use: convenient navigability, binge watching, entertainment, relaxation, social interaction, companionship, voyeurism, and information seeking. A comprehensive research model was developed based on the U& G theory and tested using Structural Equation Modelling (SEM) on cross-sectional data from 576 OTT users of different ages and gender from India. The result indicated that convenient navigability, binge watching, and relaxation U&G predict OTT subscription intentions, whereas convenient navigability, binge watching, and entertainment U&G predicts its continuation intentions