Abstract
Over-the-top (OTT) platforms have changed how people watch television due to technological affordance and interactivity. With the theoretical framework of the uses and gratifications theory ( N = 421), this study identified eight motivational factors for OTT viewing: convenient navigability, improved viewing experience, entertainment, relaxation, social interaction, companionship, voyeurism and information seeking. Some of the study’s prominent findings were: convenient navigability, improved viewing experience, entertainment and voyeurism were positive predictors of OTT affinity; Entertainment, voyeurism and information-seeking gratifications positively predicted satisfaction with the OTT, while convenient navigability negatively predicted satisfaction; Convenient navigability, improved viewing experience, entertainment and relaxation gratifications along with interactivity and viewing levels positively predicted the intention to cord-cut.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
