The reasons behind consumers’ over-the-top (OTT) online streaming subscription and retention in Thailand

Abstract

The emerging entertainment platform called Over-the-top (OTT) has
gained significant popularity in Thailand; there are limited studies available.
This study aims to investigate the reasons behind consumers’ OTT online
streaming subscriptions and retention in Thailand. The proposed conceptual
model was based on the uses and gratification theory (UGT) and consumption
values theory (TCV). The measurement model utilized confirmatory factor
analysis (CFA), and structural equation modeling (SEM) was applied to analyze
data from 468 respondents in order to test the hypothesis. The findings revealed
that entertainment and content quality influenced both consumers’ subscription
and retention, whereas personal customization affects subscription but does
not impact retention. This study contributes to the academic literature and
stakeholders in the OTT industry. The findings add to the body of knowledge
for OTT service providers on customer behavior and regulators on supporting
policies.