An Empirical Investigation of Factors Determining Actual Usage of Entertainment Streaming Apps in India

Abstract

Rise of internet and penetration of smartphones have made digital content accessible though Entertainment Streaming Apps (ESA). With the flexibility of time and place, ESA platforms are changing the dynamics of entertainment consumption. The current study explored the determinants of actual usage of ESA using the theory of planned behavior, flow theory and factors affecting entertainment related technology adoption including engagement, content, entertainment value, convenience value and monetary value. Data is collected through an online survey from 215 Indian ESA users and the proposed framework is empirically tested using partial least squares structural equation modeling (PLS-SEM). The findings of the study contribute to the growing body of literature on streaming apps adoption and usage by expanding the understanding of the factors that explain its usage behavior.