Figure 1
The diagram illustrates a conceptual framework for OTT platform subscription continuity. At the center is the OTT Platform Subscription Continuity, which is influenced by several factors. The Perceived Value of On-Demand Viewing, Digital Content Localization, Cross-Platform Accessibility, Social Media Influence on Content Discovery, Pricing Sensitivity and Subscription Bundling, and User-Generated Content Feedback Impact are all connected to the central concept. Each of these factors is labeled and connected with arrows indicating their influence on the OTT Platform Subscription Continuity. The diagram also includes hypotheses labeled H1 through H8, which represent the relationships between these factors and the central concept.Conceptual framework