The reasons behind consumers’ over-the-top (OTT) online streaming subscription and retention in Thailand

The emerging entertainment platform called Over-the-top (OTT) has gained significant popularity in Thailand; there are limited studies available. This study aims to investigate the reasons behind consumers’ OTT online streaming subscriptions and retention in Thailand. The proposed conceptual model was based on the uses and gratification theory (UGT) and consumption values theory (TCV). The measurement model utilized confirmatory factor analysis (CFA), and structural equation modeling (SEM) was applied to analyze data from 468 respondents in order to test the hypothesis. The findings revealed that entertainment and content quality influenced both consumers’ subscription and retention, whereas personal customization affects subscription but does not impact retention. This study contributes to the academic literature and stakeholders in the OTT industry. The findings add to the body of knowledge for OTT service providers on customer behavior and regulators on supporting policies.