Figure 2
The diagram illustrates the pathway coefficients of various factors influencing OTT platform subscription continuity and perceived value of on-demand viewing. The central element is OTT platform subscription continuity, which is influenced by several factors. Perceived value of on-demand viewing has a positive effect with a coefficient of 0.09. Digital content localization has a slight negative effect with a coefficient of -0.02. Cross-platform accessibility shows a strong positive influence with a coefficient of 0.41. Social media influence on content discovery has a negative effect with a coefficient of -0.20. Pricing sensitivity and subscription bundling have a significant positive impact with a coefficient of 0.64. User-generated content feedback impact has a negligible effect with a coefficient of -0.02. The relationships between these factors and OTT platform subscription continuity are depicted with arrows indicating the direction and strength of the influence.Pathway coefficients of the decomposed constructs