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Over-the-top (OTT) platforms have changed how people watch television due to technological affordance and interactivity. With the theoretical framework of the uses and gratifications theory ( N = 421), this study identified eight motivational factors for OTT viewing: convenient navigability, improved viewing experience, entertainment, relaxation, social interaction, companionship, voyeurism and information seeking. Some of the study’s prominent findings were: convenient navigability, improved viewing experience, entertainment and voyeurism were positive predictors of OTT affinity; Entertainment, voyeurism and information-seeking gratifications positively predicted satisfaction with the OTT, while convenient navigability negatively predicted satisfaction; Convenient navigability, improved viewing experience, entertainment and relaxation gratifications along with interactivity and viewing levels positively predicted the intention to cord-cut.
Devadas Menon (Fri,) studied this question.