The role of cognitive factors in consumers’ perceived value and subscription intention of video streaming platforms: a systematic literature review

Figures & data

Figure 1. The PRISMA flow diagram.

Table 1. A summary of the definitions.

Authors	Definitions
Chakraborty et al. (2023)	OTT platforms are services that stream audio-visual content over the internet which their subscribers can view using various devices.
Yoelianto and Tjhin (2022)	OTT is defined as “Premium” content services that are channeled through internet media by traditional broadcast operators and content production houses.
Zahara et al. (2022)	Streaming service is a service that allows users to watch movies or TV shows online through TV, mobile device, computer without downloading them from the internet. Streaming services is also recognized as Over the Top(OTT) service, defined as “content, a service or an application that is provided to the end user over the public internet”
Guo, (2022)	Not mention
Camilleri and Falzon, (2021)	Not mention
Nagaraj et al. (2021)	OTT commercial video service, also known as Subscription based Video-on-Demand (SVoD) services are content aggregators (now creators even) which provide unlimited access to their video content libraries for a monthly or yearly subscription.
Madanaguli et al. (2021)	OTT as “the dissemination of services such as voice, video and data, through the Internet such that the mobile network or Internet service is not controlled by the OTT service provider.”
Sardanelli et al. (2019)	Not mention
Walsh and Singh (2022)	Not mention
Kwak et al. (2021)	Not mention
Liao et al. (2022)	Live streaming refers to the technology of leisure, entertainment or communication that broadcasts instant images/video on the Internet with the rise of online audio and video platforms in the modern society.
Kuscu-Ozbudak (2021)	Not mention
Tsai (2023)	Massive amounts of media can be streamed in segments through the compression of large files in what is known as video on demand (VOD)
Kwon et al. (2021)	Over-the-top (OTT) services, which provide streaming media through all devices in online setting
Redondo and Serrano (2023)	Not mention
Lim (2022)	Online streaming platforms allow consumers to access on-demand online content for television shows, movies, and various streaming media.
Liu et al. (2023)	Not mention
Kim and Kim (2020)	Not mention
Koul et al. (2021)	OTT (over-the-top) refers to the contents, services and applications intended for end users and accessible through open internet.
Talwar et al. (2023)	Not mention

Table 2. Summary of reviewed articles.

Authors	Title	Year	Journal outlet/country	Theoretical foundation	Research approach	Method of data collection	Data processing and analysis	Survey instrument	Sample size
Chakraborty D., Siddiqui M., Siddiqui A., Paul J., Dash G., Mas F.D.	Watching is valuable: Consumer views – Content consumption on OTT platforms	2022	Journal of Retailing and Consumer Services (UK)	Theory of consumption values	Quantitative	Non-Probability sampling, convenience sampling	SPSS (ver.26) AMOS.	Online survey	1309 responses
Yoelianto F., Tjhin V.U.	SOCIAL ISOLATION, A NEW VARIABLE AFFECTING BEHAVIORAL INTENTION TO USE SUBSCRIPTION VIDEO ON DEMAND	2022	Journal of Theoretical and Applied Information Technology (Pakistan)	Modified Unified theory of adoption and the use of technology (UTAUT)	Quantitative	Probability sampling method, simple random sampling type	Structural Equation Modeling (SEM) method through the SmartPLS (Partial Least Square) application.	Online survey	140 users
Zahara N., Wulandari N.C., Kairupan J.H., Hidayat Z.	What drives Indonesians Subscribe and Push the Distribution of Disney + Hotstar?	2022	Journal of Distribution Science (South Korea)	Marketing Mix	Quantitative()	Non-Probability sampling,purposive sampling	Structural Equation Modeling (SEM) method with WarpPLS	Online survey	316 respondents
Guo M.	The Impacts of Service Quality, Perceived Value, and Social Influences on Video Streaming Service Subscription	2022	JMM International Journal on Media Management (UK)	Technology acceptance model (TAM), value-based adoption model (VAM), innovation diffusion theory, and planned behavior theory	Quantitative	Not mention	Multiple regression analysis	Online survey	834 online video streaming users in the U.S
Camilleri M.A., Falzon L.	Understanding motivations to use online streaming services: integrating the technology acceptance model (TAM) and the uses and gratifications theory (UGT)	2021	Spanish Journal of Marketing – ESIC (Spain)	Technology acceptance model (TAM) and uses and gratifications theory (UGT)	Quantitative	Not mention	Structural equations partial least squares	Online survey	491 Higher education students in a Southern European university
Nagaraj S., Singh S., Yasa V.R.	Factors affecting consumers’ willingness to subscribe to over-the-top (OTT) video streaming services in India	2021	Technology in Society(UK)	Not mention	Quantitative	Non-Probability sampling,snowball sampling technique	SPSS	Online survey	468 responses
Arun T.M., Singh S., Khan S.J., Akram M.U., Chauhan C.	Just One More Episode: Exploring Consumer Motivations for Adoption of Streaming Services	2021	Asia Pacific Journal of Information Systems (South Korea)	Unified Theory of Acceptance and Use of Technology (UTAUT2) model	Quantitative	Not mention	Structural Equation Model (SEM)	Online survey	337 Indian respondents(consumers with diverse backgrounds in three biggest metropolitan cities of India - Delhi, Mumbai and Bangalore)
Sardanelli D., Vollero A., Siano A., Bottoni G.	Lowering the pirate flag: a TPB study of the factors influencing the intention to pay for movie streaming services	2019	Electronic Commerce Research(US)	Theory of planned behavior	Quantitative	Not mention	Structural equation modeling	Online survey	453 respondents
Walsh, Philip; Singh, Ranjita	Determinants of Millennial behaviour towards current and future use of video streaming services	2021	YOUNG CONSUMERS (UK)	Technology acceptance model, perceived values and social identity theory	Quantitative	Non-Probability sampling, convenience sampling	Factor analysis and multiple regression	Survey	292 university undergraduates
Kwak, Kyu Tae; Oh, Chae Ju; Lee, Sang Woo	Who uses paid over-the-top services and why? Cross-national comparisons of consumer demographics and values	2021	Telecommunications Policy (UK)	Value theory	Quantitative	Not mention	Tobit model and Seemingly Unrelated Estimation (SUE) method	Online survey	Survey responses from 1400 OTT service users (200 people per country) in their 20s–70s were collected.
Liao, Shu-Hsien; Widowati, Retno; Puttong, Pimchanok	Data mining analytics investigate Facebook Live stream users’ behaviors and business models: The evidence from Thailand	2022	Entertainment Computing (Netherlands)	Not mention	Quantitative	Data mining analytic methods	IBM SPSS Modeler	Online survey	3354 questionnaires were returned in this study
Kuscu-Ozbudak, Seda	The role of subtitling on Netflix: an audience study	2021	Perspectives:Studies in Translation Theory and Practice (UK)	Not mention	Qualitative	Purposive sampling	Thematic analysis	Interview, Focus group interview	9 users of Turkish millennials about Netflix
Tsai L.L.	A deeper understanding of switching intention and the perceptions of non-subscribers	2023	Information Technology and People (UK)	Theory of population migration,Push-pull-mooring (PPM) theory	Quantitative	Not mention	Partial least squares multi-group analysis (PLS-MGA)	Online questionnaire surveys	446 free users were collected from Facebook and Line
Kwon Y.; Park J.; Son J.-Y.	Accurately or accidentally? Recommendation agent and search experience in over-the-top (OTT) services	2021	Internet Research(UK)	Not mention	Quantitative	Not mention	SEMPLS	online survey	212 paid Netflix subscribers in Korea
Redondo I.; Serrano D.	Giants with Feet of Clay? An Inquiry into User Payment Patterns for Subscription Video-on-Demand Services	2023	Administrative Sciences (Switzerland)	Social cognitive theory	Quantitative	Not mention	Multinomial logistic regression model	Cross-sectional survey from Spain	1420 participants of SVOD users
Lim C.T.N.	Assessing the Consumption Pattern and Expenditure of Media Streaming Platforms in the Philippines	2022	Review of Integrative Business and Economics Research(China)	The uses and gratifications (U&G) theory, Technology Acceptance Model (TAM)	Quantitative	Descriptive methods of analysis-Simple random sampling technique	Not mention	Online questionnaire surveys	855 users, 703 of whom are media streaming subscribers.
Liu L.; Jin B.; Shi Y.; Hu L.; Yang J.; Mi C.	Motivating Subscription of Video-on-Demand in Mainland China: A Push-Pull-Mooring Perspective	2023	Communications in Computer and Information Science (Germany)	Push-pull-mooring theory	Quantitative	Not mention	SmartPLS, PLS-SEM	Online survey	167 respondents
Kim Y.; Kim B.	Selection attributes of innovative digital platform-based subscription services: A Case of South Korea	2020	Journal of Open Innovation: Technology, Market, and Complexity (Switzerland)	Not mention	Quantitative	Not mention	SPSS, AMOS	Online survey	434 subscription service users in Korea
Koul, S; Ambekar, SS; Hudnurkar, M	Determination and ranking of factors that are important in selecting an over-the-top video platform service among millennial consumers	2021	INTERNATIONAL JOURNAL OF INNOVATION SCIENCE(UK)	Not mention	Quantitative	Purposive sampling	SPSS	Online survey	409 qualifified
Talwar, S; Kaur, P; Kumar, S; Laroche, M; Dhir, A	Caged, helpless but not bored: consumption values derived from over-the-top platforms during pandemic	2023	INFORMATION TECHNOLOGY & PEOPLE (UK)	Theory of consumption value (TCV)	Mixed-method approach	Snowball sampling method	Content analysis of qualitative data, CB-SEM	Interviews; online survey	Interviews of 12 current OTT platform users；Survey of 371 existing users;

Table 3. Research context and unit of analysis.

Authors	Title	Context	Analysis units
Chakraborty D., Siddiqui M., Siddiqui A., Paul J., Dash G., Mas F.D.	Watching is valuable: Consumer views – Content consumption on OTT platforms	OTT platforms in India	Consumers of Over-the-top (OTT) platforms in India from different city
Yoelianto F., Tjhin V.U.	SOCIAL ISOLATION, A NEW VARIABLE AFFECTING BEHAVIORAL INTENTION TO USE SUBSCRIPTION VIDEO ON DEMAND	Streaming services / video on demand / over the top media services in Indonesia	Users of SVOD services in Indonesia
Zahara N., Wulandari N.C., Kairupan J.H., Hidayat Z.	What drives Indonesians Subscribe and Push the Distribution of Disney + Hotstar?	Disney + Hotstar in Indonesia.	Users who have ever known about Disney + Hotstar in Indonesia
Guo M.	The Impacts of Service Quality, Perceived Value, and Social Influences on Video Streaming Service Subscription	Online video streaming services in the U.S	Online video streaming users in the U.S
Camilleri M.A., Falzon L.	Understanding motivations to use online streaming services: integrating the technology acceptance model (TAM) and the uses and gratifications theory (UGT)	Motivation of use online streaming technologies in UK	Users to use online streaming technologies in UK
Nagaraj S., Singh S., Yasa V.R.	Factors affecting consumers’ willingness to subscribe to over-the-top (OTT) video streaming services in India	Indian OTT service market	Consumers of Over-the-top (OTT) platforms in India
Arun T.M., Singh S., Khan S.J., Akram M.U., Chauhan C.	Just One More Episode: Exploring Consumer Motivations for Adoption of Streaming Services	Two models of streaming services, standalone streaming services and bundled streaming services in India	Consumers of SVOD in India
Sardanelli D., Vollero A., Siano A., Bottoni G.	Lowering the pirate flag: a TPB study of the factors influencing the intention to pay for movie streaming services	Online movie streaming services in Italy	Italian Internet users that are virtually willing to subscribe a streaming on-demand service
Walsh, Philip; Singh, Ranjita	Determinants of Millennial behaviour towards current and future use of video streaming services	Video streaming applications in Canada	Millennial’s users of video streaming services
Kwak, Kyu Tae; Oh, Chae Ju; Lee, Sang Woo	Who uses paid over-the-top services and why? Cross-national comparisons of consumer demographics and values	Paid content streaming, or over-the-top (OTT) media services in Britain, China, France, Germany, Japan, South Korea, and the United States	Consumers of over-the-top (OTT) media services in Britain, China, France, Germany, Japan, South Korea, and the United States
Liao, Shu-Hsien; Widowati, Retno; Puttong, Pimchanok	Data mining analytics investigate Facebook Live stream users’ behaviors and business models: The evidence from Thailand	FB Live in Thailand	Consumers of FB Live in Thailand
Kuscu-Ozbudak, Seda	The role of subtitling on Netflix: an audience study	Netflix in Turkey	Users of Turkish millennials about Netflix
Tsai L.L.	A deeper understanding of switching intention and the perceptions of non-subscribers	Free-to-paid switching behavior in OTT platform in Taiwan, China	Free users were collected from Facebook and Line
Kwon Y.; Park J.; Son J.-Y.	Accurately or accidentally? Recommendation agent and search experience in over-the-top (OTT) services	Subscribers’ continuous subscription behavior over-the-top (OTT) services in Korea	Paid Netflix subscribers in Korea
Redondo I.; Serrano D.	Giants with Feet of Clay? An Inquiry into User Payment Patterns for Subscription Video-on-Demand Services	Subscription Video-on-Demand Services in Spain.	SVOD users in Spain
Lim C.T.N.	Assessing the Consumption Pattern and Expenditure of Media Streaming Platforms in the Philippines	Consumption Pattern and Expenditure of Media Streaming Platforms in the Philippines	Users of media streaming platforms
Liu L.; Jin B.; Shi Y.; Hu L.; Yang J.; Mi C.	Motivating Subscription of Video-on-Demand in Mainland China: A Push-Pull-Mooring Perspective	Subscription of Video-on-Demand in Mainland China	Users of video streaming platfomrs in mainland China.
Kim Y.; Kim B.	Selection attributes of innovative digital platform-based subscription services: A Case of South Korea	Innovative Digital Platform-Based Subscription Services in Korea	Subscription service users in Korea
Koul, S; Ambekar, SS; Hudnurkar, M	Determination and ranking of factors that are important in selecting an over-the-top video platform service among millennial consumers	Selecting an over-the-top video platform in India.	Participants within the age group of 18–34 from Tier I and Tier II cities, who were having or had at least one OTT platform subscription.
Talwar, S; Kaur, P; Kumar, S; Laroche, M; Dhir, A	Caged, helpless but not bored: consumption values derived from over-the-top platforms during pandemic	Subscription behavior in OTT service providers in India	Interviews of current OTT platform users; Survey of existing users

Figure 2. The theoretical foundation of the studies reviewed.

Table 4. The dependent variables, independent variables mediator and moderater of the studies reviewed.

Authors	Title	Dependent variables	Independent variables	Mediator	Moderater
Chakraborty D., Siddiqui M., Siddiqui A., Paul J., Dash G., Mas F.D.	Watching is valuable: Consumer views – Content consumption on OTT platforms	Repurchase Intention	Functional Values, Social values, Emotional values, Epistemic Values, Conditional Values	Trust	Age, Gender, Hoursehold Size
Yoelianto F., Tjhin V.U.	Social Isolation, A New Variable Affecting Behavioral Intention To Use Subscription Video On Demand	Behavior intention to use SVOD	Effort Expectancy, Social Influence, Facilitating Condition, Price Value, Content, Social Isolation		Corona Fear
Zahara N., Wulandari N.C., Kairupan J.H., Hidayat Z.	What drives Indonesians Subscribe and Push the Distribution of Disney + Hotstar?	Willingness to Pay	Brand Relationship, Decisive subscription price, Content, Brand Awareness, eWOM
Guo M.	The Impacts of Service Quality, Perceived Value, and Social Influences on Video Streaming Service Subscription	Willingness to continue and subscribe to video streaming services	Service quality, Perceived benefits, Social influences
Camilleri M.A., Falzon L.	Understanding motivations to use online streaming services: integrating the technology acceptance model (TAM) and the uses and gratifications theory (UGT)	Intention to use	Perceived ease of use, perceived usefulness, Ritualized use, Instrument use
Nagaraj S., Singh S., Yasa V.R.	Factors affecting consumers’ willingness to subscribe to over-the-top (OTT) video streaming services in India	Not mention	Not mention
Arun T.M., Singh S., Khan S.J., Akram M.U., Chauhan C.	Just One More Episode: Exploring Consumer Motivations for Adoption of Streaming Services	SVOD behavioral intention	Price Value, Habit, Hedonic Motivation, Facilitating Conditions, Social Influence, Effort Expectancy, Performance Expectancy
Sardanelli D., Vollero A., Siano A., Bottoni G.	Lowering the pirate flag: a TPB study of the factors influencing the intention to pay for movie streaming services	Subscription intention (SI)	Perceived subjective norms about digital piracy (SN), Involvement with the movie category (INV), Frequency of past behavior (FPB)	Perceived risk in online buying (RISK), Attitude toward the subscription of movie streaming services (ATT), Moral judgement about the illegal acquisition of movies (MORAL)
Walsh, Philip; Singh, Ranjita	Determinants of Millennial behaviour towards current and future use of video streaming services	Behavioural intent; Hours of use	Ease of use, Convenience value, Monetary value, Emotional value, Social value; Mediator: Identity salience
Kwak, Kyu Tae; Oh, Chae Ju; Lee, Sang Woo	Who uses paid over-the-top services and why? Cross-national comparisons of consumer demographics and values	Changes in the usage of paid OTT services	Warm relationship with others (WRO), Sense of Belonging (SOB), Self-respect (SER), Self-fulfillment (SEF), Fun & enjoyment in Life (FEL), Sense of accomplishment (SOA)
Liao, Shu-Hsien; Widowati, Retno; Puttong, Pimchanok	Data mining analytics investigate Facebook Live stream users’ behaviors and business models: The evidence from Thailand	Not mention	Cluster-1 :K-pop boy group;Cluster-2:Student bloggers group;Cluster-3:Fanfiction group
Kuscu-Ozbudak, Seda	The role of subtitling on Netflix: an audience study	Reasons for Netflix subscription	Content-oriented reasons
Tsai L.L.	A deeper understanding of switching intention and the perceptions of non-subscribers	Switching intention of non-subscribers	Perceived intrusiveness, alternative attractiveness, Habit; Perceived convenience, perceived enjoyment		Habit
Kwon Y.; Park J.; Son J.-Y.	Accurately or accidentally? Recommendation agent and search experience in over-the-top (OTT) services	Intention to continue a subscription	Perceived diagnosticity and perceived serendipity	Decision satisfaction
Redondo I.; Serrano D.	Giants with Feet of Clay? An Inquiry into User Payment Patterns for Subscription Video-on-Demand Services	Users pay for the full subscription fee; Users share the subscription fee; Users pay anything at all	The attitude toward novelty, attitude toward quality, level of cosmopolitanism, price sensitivity, level of VOD use, and level of internet use
Lim C.T.N.	Assessing the Consumption Pattern and Expenditure of Media Streaming Platforms in the Philippines	Actual Use	Self presentation, social connection,Entertainment,Irritation,Accesibility, Extent list of content, Perceived ease of use, Price competiveness, Convenience, Minimal storage requirements.Mediator:Behavior intention to use
Liu L.; Jin B.; Shi Y.; Hu L.; Yang J.; Mi C.	Motivating Subscription of Video-on-Demand in Mainland China: A Push-Pull-Mooring Perspective	Subscription Behavior	Fush factors: Time Cost, Functional Deprivation, Pull factors: Non-substitutability, Perceived Enjoyment, Mooring factors: Consumer Devotion, Price Cost.	Intention to subscribe
Kim Y.; Kim B.	Selection attributes of innovative digital platform-based subscription services: A Case of South Korea	Continuous use intentions	Selection attributes of subscription services: content superiority, service differentiation.
Koul, S; Ambekar, SS; Hudnurkar, M	Determination and ranking of factors that are important in selecting an over-the-top video platform service among millennial consumers	Decision-making of a consumer while opting for an OTT service platform	Subscription fee, Wide content range, Exclusive and original content, Live entertainment/sports, Trending content, Favorite content, Platform’s appeal and features, Local language content, A good marketing strategy
Talwar, S; Kaur, P; Kumar, S; Laroche, M; Dhir, A	Caged, helpless but not bored: consumption values derived from over-the-top platforms during pandemic	Continued intentions to use	Conditional value (CV), Functional value quality (FVQ), Epistemic value (EPV), Social value (SV)	Functional value price (FVP), Emotional value (EMV);	Premium subscription purchased following the onset of the pandemic;Increased viewing time following the onset of the pandemic.

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Data availability

The data that support the findings of this study are available upon request from the corresponding author.