Determinants of Continuance Intentions Toward Global OTT Video Streaming Service Platforms Among Thai Gen Y and Gen Z in Chiang Mai

Jutaluck Saipang; Thananporn Sethjinda; Phutthisith Tungsirihirunkul

doi:10.57260/csdj.2026.283094

Authors

Jutaluck Saipang Faculty of Management Sciences, Chiang Mai Rajabhat University, Thailand
Thananporn Sethjinda Graduate School of Business and Advanced Technology Management, Assumption University of Thailand, Thailand
Phutthisith Tungsirihirunkul Graduate School of Business and Advanced Technology Management, Assumption University of Thailand, Thailand

DOI:

https://doi.org/10.57260/csdj.2026.283094

Keywords:

Over-the-top (OTT), Video streaming service, Continuance intention

Abstract

This study examines factors influencing continuance intentions toward global Over‑the‑Top (OTT) video streaming services among Thai Generation Y and Generation Z consumers in Chiang Mai. It focuses on five service‑related determinants, including content quality, pricing, accessibility, entertainment, and social interaction. Survey data from 450 respondents were analyzed using exploratory factor analysis, multiple regression, and an independent samples t‑test. The results indicate that all five factors significantly and positively affect continuance intentions, with social interaction exerting the strongest influence, followed by accessibility, while content quality, pricing, and entertainment also support continued OTT usage. No significant differences were found between Generation Y and Generation Z, suggesting that younger Thai cohorts share similar motivations for ongoing OTT consumption in Chiang Mai. Theoretically, the study extends OTT continuance research by highlighting social interaction as a central determinant and by providing empirical evidence from a major regional urban center beyond Bangkok. Practically, the findings underscore the need for global OTT providers to strengthen social features, ensure seamless cross‑device access, deliver diverse high‑quality content, and design flexible pricing options to improve user retention among Thai Gen Y and Gen Z consumers.

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