What does this research mean for the field?

OTT-specific experiential factors, along with price value and hedonic motivation, significantly influence Gen Z consumers' continuance intention of OTT platforms in India. Novelty: ClaimNovelty.NOVEL_FINDING. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

The research aims to understand the factors influencing Gen Z's ongoing use of OTT platforms in India, focusing on satisfaction and enablers.

March 10, 2026Open Access

Understanding the role of enablers and satisfaction in over-the-top continuance intention among Gen Z in India using an integrated approach

Key Points

The research aims to understand the factors influencing Gen Z's ongoing use of OTT platforms in India, focusing on satisfaction and enablers.
Integrated model based on UTAUT2 and ECM frameworks
Evaluation using partial least squares structural equation modeling (PLS-SEM)
Analysis of six UTAUT2 factors and three OTT-specific experiential factors like content availability and personalization
OTT-specific experiential factors are top predictors of continuance intention
Price value and hedonic motivation also significantly influence user satisfaction
Demographic factors like occupation and income affect continuance intention

Abstract

This study investigates Gen Z consumers’ post-adoption continuance intention of over-the-top (OTT) platforms in India through an integrated model approach. This framework integrates six UTAUT2 factors (performance expectancy, effort expectancy, hedonic motivation, price value, social influence, and habit) with three OTT-specific experiential factors: content availability, binge-watching, and personalization. Utilizing the “Unified Theory of Acceptance and Use of Technology 2” (UTAUT2) and the “Expectation–Confirmation Model” (ECM), an integrated model was evaluated with “partial least squares structural equation modeling” (PLS-SEM). Findings reveal that OTT-specific experiential factors are the top-performing, along with price value and hedonic motivation, rather than traditional utilitarian or social factors. The study also confirms the formative validity of the “Enablers of OTT Usage” (EOU) construct, with satisfaction acting as a significant mediator. Furthermore, demographic factors like occupation and personal income significantly impact users’ continuance intention, indicating that the model provides strong predictive power for OTT service usage.

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