Over-The-Top Streaming Services: Predicting Users’ Behavior through Unified Theory of Acceptance and Use of Technology Model

Over-the-top (OTT) streaming platforms transform the industry's broadcasting market and structure. Streaming media is both technological innovation and cultural practice that co-configures audiences and industry at large. Streaming media is emerging strongly with various choices, time shifts, place shifts, and navigation. The paper describes OTT's adoption using the Unified Theory of Acceptance and Use of Technology (UTAUT) model, explaining the impact of emerging technology on audience adoption during the COVID-19 pandemic. The researchers analyzed the data from 458 respondents using structural equation modeling for self-reported data from 458 respondents. The findings showed that the model explained respondents' acceptance of OTT reasonably well. More specifically, attitude towards technology is determined by performance expectancy and effort expectancy, while attitude towards technology, facilitating conditions, and social influence positively affects the intention to adopt OTT. The study's implications discuss the methods to increase the acceptance and adoption of OTT.