Expanding on non-users’ beliefs about streaming television: Reasons for SVoD adoption and continued use

Abstract

The diffusion of innovation (DOI) literature and the uses-and-gratifications approach (UGA) meet in the people’s beliefs and expectations. We explore the users’ and non-users’ beliefs about streaming television (SVoD). A survey about Netflix, Amazon Prime Video, and Disney+ reveals substantial differences in the mental representations of users and non-users. Nonetheless, the aspects that support the decision to adopt streaming television, or to cancel a subscription, are very similar. While there are relevant beliefs beyond traditional gratifications, its most influential aspect is still anticipated entertainment gratification.