Why Users Keep Watching: An Integration Model of Motivations and Acceptance in Sports-OTT Engagement

While sports over-the-top platforms have become the dominant medium for consuming live sports, the “hopping subscription” pattern—canceling after a season and rejoining later—poses a major challenge. This study examines the key motivations that shape subscription continuity. Drawing on a hybrid framework of uses and gratifications and the technology acceptance model, the research employs a mixed-methods design. Study 1 ( n = 104) employs exploratory methods to identify baseline factors of off-season engagement. Study 2 ( n = 584) applies structural equation modeling to test these factors. The findings reveal significant drivers of retention. Also, we found that the mediating role of perceived usefulness exists in continuance intentions. Theoretically, the study extends uses and gratifications and the technology acceptance model into the underexplored domain of sports over-the-top subscription behavior. Practically, it provides insights for platforms and marketers to reduce churn and sustain engagement beyond active sport seasons. Theoretical and practical implications are discussed.