Over-the-Top (OTT) Streaming Services: Studying Users’ Behaviour Through the UTAUT Model

Over-the-Top (OTT) streaming platforms are transforming the industry’s broadcasting market and structure. The streaming media revolution is based on constant innovation, both in terms of experiences and products. Streaming media is emerging strongly with various choices, time shifts, place shifts and navigation. The article describes the adoption of OTT using the unified theory of acceptance and use of technology (UTAUT) model, which explains the impact of emerging technology on the audience. The study, which employed structural equation modelling, analysed the data of 458 respondents, using the partial least-square structural equation model software. The findings showed that the model reasonably explained the respondents’ acceptance of OTT. More specifically, the attitude towards technology is determined by performance expectancy and effort expectancy while the attitude towards technology, facilitating conditions and social influence positively affect the intention to adopt OTT. The implications of the study discuss the methods to increase acceptance and adoption of OTT.