Consumer Satisfaction and Viewing Behavior Across OTT Platforms and Movie Theatres: A Uses and Gratifications Perspective

Abstract

The emergence of Over-The-Top (OTT) streaming platforms has radically changed the way the world consumes entertainment, as it has threatened the dominance of movie theatres. In this paper, the author compares and contrasts the operations of OTT services versus movie theatres in terms of consumer satisfaction, preference factors, and viewing patterns based on the Uses and Gratifications Theory (UGT). A cross-sectional research design was used, and the primary data were gathered from 600 respondents who are intensively involved in both forms. The data were studied by means of Partial Least Squares Structural Equation Modeling (PLS-SEM), independent sample t-tests, and ANOVA. The findings indicate that movie theatres received a much higher mean score in terms of consumer satisfaction (M = 4.36, SD = 0.71) than OTT platforms (M = 4.12, SD = 0.78), and there was a statistically significant difference (t (598) = 3.94, p <.001). The ANOVA analysis established that movie theatres are more satisfied, especially in the sense of being immersed in the movie and socializing. The researchers find convenience, entertainment, escapism, and information discovery to be the most predictive factors of OTT satisfaction and preference. In contrast, cinemas depend on sensory experience (β = 0.41) and socialization (β = 0.28) to a greater degree, which gives them greater experiential satisfaction. Also, the results confirm the dual-gratification coexistence hypothesis, according to which OTT platforms and movie theatres provide different gratifications: the functional (convenience) to OTT and the experiential (sensory and social) to movie theatres. The audience is likely to switch between formats according to the needs and wants of gratification: OTT to watch movies regularly and go to movie theatres to have a special event and socialize. This paper adds to the literature on media consumption by pointing out that UGT can be implemented on both OTT and theatre. Future studies ought to investigate longitudinal behavioral trends, economic complements between OTT and theatres, and the psychological effects of binge-watching, especially in adolescents.