What makes OTT platforms popular? A provider-centric composite index approach based on platform attributes

Purpose This study investigates the provider-centric determinants of consumer popularity (CP) on over-the-top (OTT) video streaming platforms, emphasising content diversity (CD), value-for-money and technological sophistication (TS). Design/methodology/approach Composite indices were developed using secondary data sourced from platform websites and app marketplaces. An exploratory regression-based approach using SmartPLS and Jamovi was employed to examine the proposed relationships among provider-centric constructs. Findings The findings reveal that TS is the strongest predictor of CP, followed by value-for-money and CD. Additionally, subscription models strengthen the relationship between TS and CP. Practical implications The results suggest that OTT providers can boost consumer engagement by investing in technological quality and platform accessibility, offering flexible subscription options and adopting pricing strategies that align with user expectations. Originality/value This research introduces a novel provider-oriented framework that integrates measurable platform attributes, offering exploratory insights into how technological, economic and content-related attributes shape OTT platform popularity in emerging digital markets.