Perspective (graphical)

Business

Exhibitionism

Navigability

Internet privacy

Advertising

World Wide Web

Machine learning

Political science

Artificial intelligence

Psychology

Geography

Gratification

Uses and gratifications theory

Computer science

Social media

Cartography

Entertainment

Structural equation modeling

Social psychology

Telematics and Informatics Reports

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

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