Consumer Streaming Loyalty and Switching Behaviour across OTT Platforms in the Attention Economy

Abstract

In the age of digital abundance, where attention is the most valuable currency, over-the-top (OTT) platforms are engaged in an aggressive pursuit of consumer loyalty. This study investigates the nuanced dynamics of consumer retention and switching behaviour across leading OTT platforms in India, adopting a mixed-methods approach rooted in both primary and secondary data. Drawing insights from a diverse set of cities and user segments, the research explores the key factors—such as subscription fatigue, content preferences, platform usability, perceived value, and psychological loyalty—that drive sustained engagement or trigger platform-switching behaviour. Empirical data were collected via structured questionnaires and focus groups, complemented by secondary data from industry reports, TRAI bulletins, and user behaviour analytics. The study employs Structural Equation Modelling (SEM) to establish causal relationships among variables and confirm the hypothesised model. The findings reveal a complex interplay between perceived value and content personalisation as significant predictors of loyalty, while ad-fatigue and pricing inconsistencies contribute to churn. Notably, regional content and language accessibility emerged as strong anchors of platform stickiness in Tier-2 and Tier-3 cities. The study contributes to literature on digital consumer behaviour and attention economics, offering insights for marketers, strategists, and platform developers aiming to foster long-term viewer engagement in India’s hyper-competitive streaming ecosystem. Implications for platform bundling, content differentiation, and user retention strategies are discussed. The study concludes with recommendations for policy and managerial action, grounded in empirical rigour and contextual relevance.