Why subscribers cut the cord: A study of the migration from pay-TV to OTT services through the push-pull-mooring framework
Journal of Retailing and Consumer Services (2026) Vol. 88 pp. 104516
- 영향력 지수Impact Factor
- 13.1
- 분위Quartile
- Q1
- 인용Citations
- 3
초록Abstract
This study examines factors driving subscriber migration from traditional pay-TV to OTT services using the push-pull-mooring framework, analyzing switching behavior in the evolving media consumption landscape.
연구 방법Methodology
Overview
This research investigates the cord-cutting phenomenon, where consumers migrate from traditional pay-TV subscriptions to over-the-top (OTT) streaming services. Using the push-pull-mooring framework, we analyze the complex factors that influence this migration decision.
Research Questions
- What push factors drive consumers away from pay-TV services?
- What pull factors attract consumers to OTT platforms?
- What mooring factors moderate the switching decision?
Methodology
- Framework: Push-Pull-Mooring (PPM) model
- Data: Survey of pay-TV and OTT service users
- Analysis: Structural equation modeling
Key Findings
Push Factors (Away from Pay-TV)
- High subscription costs
- Limited content flexibility
- Contract restrictions
- Declining content quality
Pull Factors (Toward OTT)
- Content variety and exclusivity
- On-demand viewing flexibility
- Multiple device compatibility
- Personalized recommendations
Mooring Factors
- Switching costs
- Service habits
- Technical barriers
- Social influence
Implications
This study provides insights for both traditional broadcasters and OTT platforms in understanding consumer switching behavior and developing retention strategies in the rapidly evolving media landscape.
Publication Details
Journal: Journal of Retailing and Consumer Services
Impact Factor: 13.1 (Q1)
DOI: 10.1016/j.jretconser.2025.104516