Understanding continuance intention of subscription video-on-demand based over-the-top (OTT) platforms: A multiple moderation approach

OTT (over-the-top) platforms that stream media directly to viewers via the Internet, bypassing cable, broadcast, and satellite television platforms, are one of the fastest-growing platforms in India. This study investigates the variables influencing continuance intention to subscribe to video-on-demand streaming media services. Utilizing the expectation confirmation model (ECM) and adding habit and content availability, the moderating effects of those variables are examined. SmartPLS was used for Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the results of the measurement and structural models. The findings show that perceived usefulness and expectation had a significant impact on satisfaction and that the effect of satisfaction was significant on continuance intention to subscribe. Research establishes that habit and content availability moderate the association between satisfaction and continuance intention. The study provides valuable insights for service providers, marketers, and practitioners to strengthen continuance intentions.