User Experiences in Over-The-Top (OTT) Streaming Media Platform Services

Understanding user experiences on Over-the-Top (OTT) platforms is vital as these services continue to transform digital entertainment consumption. This study investigates user experiences in “Over-the-Top” (OTT) streaming media platform services, focusing on the interplay between user behavior, influencer credibility, user satisfaction, and continuous intention to use. A quantitative approach was employed, utilizing data from 384 respondents across four major OTT platforms: Netflix, Hulu, Amazon Prime Video, and Disney+. Current studies focus on user engagement without a framework of content recommendations and strategies for marketing. The majority of research on initial adoption intentions lacks an entire model that includes technological, social, and psychological aspects. Influencer marketing's immediate effect on OTT subscriptions has been little examined, mostly in e-commerce situations. To fill these gaps, our research applies stratified random sampling to select OTT customers by age, gender, and consumption frequency. Therefore, the study minimises demographic biases and enhances generalisability. The research finds that influencer credibility has a moderate positive correlation (r = 0.62) with user behaviour, confirming the significant role of social media influencers in influencing user interactions with OTT platforms. Moreover, findings indicate a perfect positive correlation (r = 1.00) between user satisfaction and user experience, highlighting satisfaction as a critical determinant of overall user perception. In addition, the study reveals that continuous intention to use OTT platforms displays a strong positive beta coefficient (0.95), indicating that active users typically describe outstanding overall experiences. The novelty of the study consists of the establishment of a viewer classification framework that divides users based on behavioural patterns, offering useful information for content personalisation and targeted marketing. OTT user adoption and engagement are examined thoroughly through social impact, personalisation, and habit building within the TAM model. This research addresses gaps in theory and practice, helping OTT platforms improve user experiences and loyalty.