Switching channels: investigating the push, pull, and mooring effects of moving from cable TV to OTT services

Abstract

ABSTRACTIn recent years, Over-the-Top (OTT) streaming services have become increasingly popular as a form of digital leisure, triggering a significant shift of users from traditional television. This research article uses the Push Pull Mooring Framework to explore the factors that influence the switching intention from traditional cable TV to OTT. The results showed that frustration with TV, convenience, trialability, and trendiness positively impact switching intention. In contrast, cognitive lock-in has a negative impact. The study contributes to the literature by being the first to use the Push Pull Mooring Framework to explain the switching intention from traditional TV to OTT. These insights could be instrumental in formulating impactful strategies to maintain or attract viewers, thereby shaping the future dynamics of leisure activities.KEYWORDS: Switching intentionTVOTTPush Pull Mooring modelstreamingtelevision studies Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationNotes on contributorsP. SrideviDr. P. Sridevi serves as an Associate Professor in the Department of Management Studies at the National Institute of Technology–Tiruchirappalli, India. She holds a Ph.D. in Management and has specialized expertise in Data Mining, Information Systems, System Analysis and Design, as well as Quantitative Techniques. A prolific scholar, Dr. Periaiya has contributed to the academic community through publications in various high-impact journals.Nandukrishna T. AjithNandukrishna T. Ajith is a Senior Research Scholar in the Department of Management Studies at the National Institute of Technology–Tiruchirappalli. His research and teaching portfolio includes Digital Marketing, Technological Adoption, and Consumer Behavior. A committed researcher, Nandukrishna has disseminated his findings through multiple publications in peer-reviewed, high-quality journals.