Study on Behavioral Intention and Actual Usage of OTT video streaming platforms in North-East India

Abstract

India is witnessing a continuous growth of OTT (Over-the-top) video streaming platforms particularly after the Covid-19 pandemic. Many new players have entered the market recently with their offers and created an aggressive competitive situation in the market. This necessitate a detailed understanding of behavior of  OTT video streaming platform consumer’s so that service providers can a better customer satisfaction and achieve competitive advantage. With this in background, this study tries to utilize the proven model of Unified Technology Acceptance and Use of Technology (UTAUT2) proposed by Venkatesh et al. (2012) and extended factors to understand the OTT video streaming platform user behavior in North-East India. For the study a model is proposed having formative and reflective structures. The measurement model (reflective model) has 36 indicators relating to 7 latent variables defining behavioral intentions, 15 indicators relating to 3 latent variable defining actual usage of OTT. The structural model (formative model) tried to define the relationship of latent variables with behavioral intention and actual usage and the effect of behavioral intention over actual usage. The adapted version of UTAUT2 questionnaire was used to collect sample data from 564 OTT users to assess the proposed model using variance based SmartPLS v.4.0. 

The structural model assessment founds the proposed model to be moderate in predicting actual usage and strong in predicting the behavioral intention of OTT use through Q-square predictive relevance calculations. The explanatory power of the structural model is found to be moderate obtained through R-square. The outcome of analysis also verified that amongst gender, age, occupation and use experience, only age is playing a moderator role in the relationship between behavioral intention and actual usage. It was also observed that behavioral intention played a mediating role between the exogenous variables and actual usage of OTT video streaming platforms. With various statistical analysis and parameters into consideration, it is concluded that the proposed model is fit, reliable and valid, and can be considered as an addition to the existing literature on OTT and UTAUT2 extended models.

Keywords: OTT video streaming platform, Extended UTAUT2, PLS-SEM, Predictive relevance, R-Square