An Empirical Study on Adoption of Over-The-Top Platforms Among Working Professionals in Urban India

Abstract

Over-the-top (OTT) streaming platforms have fundamentally transformed media consumption patterns globally, particularly among working professionals who represent a significant segment of digital subscribers. This empirical study investigates the adoption and continuous usage of OTT platforms among working professionals in India using an extended UTAUT framework integrated with flow theory and habit formation constructs. The study examined eight key variables: PE, EE, SI, FC, CQ, PS, FE and HF. SEM via PLS analysis was employed for hypothesis testing. Results revealed that Performance Expectancy (β = 0.487, p < 0.001) and Flow Experience (β = 0.356, p < 0.001) were the strongest predictors of behavioural intention toward OTT adoption. Content Quality (β = 0.298, p < 0.01) emerged as a significant antecedent to Flow Experience. Facilitating Conditions (β = 0.214, p < 0.05) and Habit Formation (β = 0.412, p < 0.001) directly influenced actual usage behaviour. Price Sensitivity exhibited a negative but non-significant relationship with adoption intention (β = -0.089, p > 0.05). Findings indicate that working professionals prioritize performance benefits and experiential engagement over cost considerations, suggesting that OTT platforms should emphasize content quality, personalization and user experience optimization. Moderating effects of age, gender and experience were also analyzed, revealing significant gender differences in the PE-BI relationship (δ = 0.156, p < 0.05). This study contributes to technology adoption literature by providing empirical evidence of integrated theoretical frameworks in understanding OTT platform adoption among working professionals, with practical implications for streaming service providers' marketing and service enhancement strategies.”