Understanding the role of enablers and satisfaction in over-the-top continuance intention among Gen Z in India using an integrated approach

This study investigates Gen Z consumers’ post-adoption continuance intention of over-the-top (OTT) platforms in India through an integrated model approach. This framework integrates six UTAUT2 factors (performance expectancy, effort expectancy, hedonic motivation, price value, social influence, and habit) with three OTT-specific experiential factors: content availability, binge-watching, and personalization. Utilizing the “Unified Theory of Acceptance and Use of Technology 2” (UTAUT2) and the “Expectation–Confirmation Model” (ECM), an integrated model was evaluated with “partial least squares structural equation modeling” (PLS-SEM). Findings reveal that OTT-specific experiential factors are the top-performing, along with price value and hedonic motivation, rather than traditional utilitarian or social factors. The study also confirms the formative validity of the “Enablers of OTT Usage” (EOU) construct, with satisfaction acting as a significant mediator. Furthermore, demographic factors like occupation and personal income significantly impact users’ continuance intention, indicating that the model provides strong predictive power for OTT service usage.