Unveiling the dynamics of Malaysian viewers’ continuance usage intention of OTT platforms: insights from the stimulus-organism-response (SOR) paradigm

This dataset explores the impact of over-the-top (OTT) media services on consumers’ demands for value, convenience, visual experience, and communication advancements. Using the stimulus-organism-response (SOR) model, the study investigates how content quality, accessibility, entertainment, hedonic value, attitude, satisfaction, and continuance usage intention relate to each other. Data from 1,280 OTT platform users in Malaysia were collected through online questionnaires and analyzed using partial least squares – structural equation modeling (PLS-SEM). The findings highlight the significance of content quality and accessibility in influencing viewers’ satisfaction and their intention to continue using OTT platforms.