Understanding the Drivers of Streaming Frequency: A Structural Model of Over-the Top (OTT) Consumption among College Students

Abstract

Background
From past few years, the rapid growth of Over-the-Top(OTT) platforms has changed the consumption pattern among college students. However, limited research has examined the determinants of actual OTT usage frequency rather than adoption or continuance intention.
Purpose
To identify the significant effect of Uses & Gratifications (UG), Perceived Ease of Use (PEOU), facilitating Conditions (FC), Perceived Functional value (PFV), and Content Preference (CP) on OTT Usage Frequency among college students.
Methodology
A quantitative approach was adopted using primary data from 136 undergraduate students thorough convenience sampling. Data was collected using a structured scale questionnaire and analysed using Structural Equation Modelling (SEM) in Jamovi 2.6. Reliability, validity, correlations and structural relationships were assessed.
Findings
The findings shows that the model explained 13.2% of the variation in OTT usage Frequency (R2 = 0.132). Among all factors considered, Perceived Ease of Use was the only significant positive predictor of OTT Usage Frequency (β =0.361,p=0.009). This means that students are more likely to use OTT platforms frequently when they find them easy and convenient to use. The other factors like Uses & Gratifications (β = 0.148, p = .270), Facilitating Conditions (β = −0.113, p = .403), Perceived Functional Value (β = 0.009, p = .950), and Content Preference (β = −0.053, p = .721) were not significant. The findings indicate that ease of use is the key determinant of OTT usage frequency, while additional factors are required to explain students’ streaming behaviour.