In this study, subscription continuation intention refers to the likelihood that users will continue or renew their subscription to an OTT platform in the future. It is operationally measured through respondents’ agreement with statements indicating their intention to maintain or renew their subscription. Perceived price fairness refers to the extent to which users believe that the subscription fee of the OTT platform is reasonable and justified in relation to the benefits received. It will be measured through Likert scale responses assessing perceptions of price reasonableness, affordability, and value for money. Perceived value refers to the users’ overall evaluation of the benefits obtained from the OTT platform compared to the cost of subscription. This includes aspects such as content quality, content variety, streaming quality, platform features, and usability, and it will be measured using multiple Likert scale statements reflecting the benefit–cost comparison. Ad-free viewing experience refers to the degree to which users are able to watch content without interruptions from advertisements. It will be operationally measured through satisfaction ratings related to the frequency of advertisements and the smoothness of the streaming experience. Perceived control (subscription flexibility) refers to the extent to which users feel they have the ability to manage their subscription plans. This includes the ease of cancelling, upgrading, downgrading, or modifying subscription plans, and it will be measured through user responses on the convenience and flexibility of subscription management. User satisfaction refers to the overall level of contentment experienced by users while using the OTT platform services. It will be measured through standardized Likert scale items reflecting the overall experience and satisfaction with the platform. Willingness to pay refers to the maximum amount that users are willing to spend to continue accessing the OTT platform. It will be measured through responses indicating acceptable price ranges for renewal and the users’ readiness to pay for continued access to the service.