Existing literature on OTT platforms has primarily focused on pricing strategies and consumer behavior as separate areas of study. While several studies examine price sensitivity and perceived value in digital subscription services, there is limited integrated research that analyzes how these factors collectively influence sustained consumer acceptance and willingness to pay. Moreover, the rapid expansion of diverse subscription pricing models has created complex decision-making environments for consumers, which current research does not adequately address.
In addition, there is a noticeable lack of empirical investigation into the long-term effects of subscription fatigue on customer retention and platform sustainability in competitive OTT markets. Most prior research emphasizes short-term adoption patterns rather than sustained engagement and loyalty. This gap highlights the need for a comprehensive study that evaluates how evolving pricing models impact long-term consumer behavior and the strategic sustainability of OTT platforms.