Engaging Sports Fans in the Digital Arena: Platform Dynamics, User Experience, and Loyalty in Streaming Services

Abstract: This study investigates how digital platforms shape consumer behavior in sports streaming services, focusing on the interplay between platform characteristics, user engagement, and consumer loyalty. Employing a quantitative approach, we surveyed 320 sports streaming users and analyzed the data using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results reveal that platform usability and content quality significantly influence user engagement, strongly predicting consumer loyalty. Notably, subscription models moderate the engagement-loyalty relationship, offering new insights into the dynamics of digital sports consumption. This research contributes to the field by integrating multiple theoretical perspectives into a comprehensive model of consumer behavior in sports streaming services. The findings provide valuable guidance for platform developers and content creators in enhancing user experiences and fostering loyalty in the competitive landscape of digital sports media.