International Research Journal of Education and Technology

The development of high-quality, unique content is one of the primary drivers of growth and difference for over-the-top (OTT) media platforms, which are in severe competition for the attention of Indian consumers. It is expected that this sector will grow from its current user penetration of Thirty percentage to thirty-six percentage in India.  This study highlights the factors affecting consumers' intention to continue using Over-the-Top (OTT) platform services. The target population was people who were over 18years of age from different parts of Kerala, India. As part of the study, Exploratory factor analysis was done. The results generated three components that affect customer intention to continue using OTT platforms. A Chi-square test was included to investigate association between gender and OTT subscription, as well as association between age and OTT subscription. This research provides valuable insights into the factors that impact customer retention in the OTT platform industry.

Key Words:  OTT platform, Continuance intention, Convenient factors, Exploratory factor analysis, Chi-square test, Media platforms.