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This study investigates the factors affecting U.S. consumers’ willingness to continue and subscribe to video streaming services. Three explanatory factors, video streaming service quality, perceived value, and social influences, are proposed to predict consumer subscription. By surveying 834 online video streaming users in the U.S., the analysis results show that five predictors from these three aspects best predict consumers’ willingness to continue and subscribe to video streaming services, including service system reliability, compatibility, perceived enjoyment, perceived controllability, and normative pressure (social norms). Theoretical and practical implications are discussed to help deepen our understanding of paid media subscriptions in a highly competitive market environment.

The Impacts of Service Quality, Perceived Value, and Social Influences on Video Streaming Service Subscription