Binge-watching preferences of over-the-top video streaming services among young female adults

Purpose This study aims to integrate the means-end chain (MEC) theory with the Kano model to better understand the preferences of female binge-watchers who demonstrate high levels of e-leisure attachment, constraints and addiction to over-the-top (OTT) video streaming services. The ultimate goal is to develop effective service design and promotional strategies. Design/methodology/approach This study investigated the OTT services using data derived from mixed-method research. A preliminary qualitative survey was conducted with 28 female interviewees to identify the questionnaire items for a subsequent survey involving 400 valid respondents. Findings The results show that all respondents considered the attributes of “copyright,” “low interference from advertising,” “quick program updates” and “easy access to frequently viewed programs” to be important factors that attract female binge-watchers using the OTT services. However, female binge-watchers with high e-leisure attachment, constraints and addiction have different perspectives on the remaining attributes. By understanding these differences, academics and practitioners can gain insights to formulate effective business strategies. Research limitations/implications This research primarily focused on female individuals aged 18–24 years; therefore, the findings of this study are limited to this specific demographic group. Practical implications The developed hierarchical value maps can assist managers, marketers and designers in the OTT media sector in formulating effective strategies for product design and marketing endeavors. Originality/value This study is the first to integrate the MEC theory with the Kano model to elucidate the cognitive hierarchies of female binge-watchers who utilize OTT services, particularly those with a strong attachment to e-leisure as well as the constraints and addiction associated with this behavior.