Crisis-driven digital transformation: a multivariate analysis of OTT platform adoption and consumer behaviour in India during COVID-19

Purpose This study aims to investigate the transformative impact of the COVID-19 pandemic on over-the-top (OTT) platform adoption and digital entertainment consumption among Indian consumers. By integrating the technology acceptance model (TAM), uses and gratifications (UG) theory and crisis-driven behavioural frameworks, the research seeks to identify core determinants, mediators and moderators influencing user adoption and to quantify the relative contribution of technological, motivational and contextual drivers in shaping digital media behaviour during periods of acute disruption. Design/methodology/approach A cross-sectional survey was conducted with 412 respondents selected through multi-stage stratified sampling to ensure representativeness across age, income, gender and region. The 64-item instrument, pilot-tested and validated for reliability, measured TAM, UG and crisis constructs. Data were analysed using descriptive and inferential statistics, multivariate regression, multinomial logistic regression and structural equation modelling (SEM) to test direct, mediated and moderated pathways among key variables, providing a robust empirical assessment of the integrated conceptual framework. Findings Results reveal a 180% increase in OTT subscriptions and a dramatic rise in streaming hours post-pandemic. SEM analysis confirms perceived usefulness (ß = 0.54, p 0.001) and UG motives (ß = 0.37, p 0.001) as significant predictors of behavioural intention, with crisis exposure moderating the intention–usage relationship. The combined model explained 69% of behavioural variance. Distinct adoption and usage patterns emerge for urban youth and high-income groups, while platform choice is shaped by content, pricing and regional offerings. Research limitations/implications The cross-sectional design limits causal inference, and urban, digitally savvy youth are overrepresented, constraining generalizability to rural or older populations. Self-reporting introduces potential for recall and social desirability bias, and online sampling may exclude less-connected demographics. The study focuses on major OTT providers, omitting niche and/or regional platforms. Future research should employ longitudinal, probability-based and mixed-method designs to capture behavioural persistence and deeper motivational dynamics. Practical implications OTT providers can optimize segmentation by targeting high-intention, crisis-sensitive users with tailored content and pricing strategies. Investments in localized, diverse content and data-driven hybrid subscription models will enhance user retention. Policymakers should prioritize digital infrastructure expansion and actively promote regional content to strengthen industry resilience. Platform developers should implement adaptive interface and recommendation systems responsive to both technological and motivational drivers illuminated here. Social implications Widespread OTT adoption during crisis deepens digital inclusion for urban and youth segments but risks widening access gaps for marginalized groups. Enhanced content diversity and regional programming have the potential to foster cultural expression and cross-demographic engagement. Policy support for affordable access and digital literacy is vital to equitable benefits from accelerated media digitalization post-pandemic. Originality/value This paper advances knowledge by empirically validating an integrated TAM–UG–crisis framework for digital platform adoption in an emerging market under pandemic-induced upheaval. The multi-theoretical approach demonstrates the value of fusing technological, psychological and contextual perspectives to model adoption behaviour, offering actionable insights for researchers, industry practitioners and policymakers seeking to understand and shape digital transformation in volatile environments.