The Show Must Go On(line) : (The Impact of Content and System Quality on the Usage of Television Streaming Content Libraries)

This study explores the impact of strategic product characteristics (content and system quality), price value, and habit on attitudinal (word of mouth and brand perception) and behavioral (actual usage) outcomes in the context of television companies’ online streaming services (content libraries). The study utilizes structural equation modeling to analyze data from a survey of 1,038 content library users in Germany. The research conceptualizes and validates content quality as a second-order construct comprising four dimensions (actuality, range, relevance, and originality). The study validates system quality as a second-order construct encompassing usability, reliability, and effort expectancy. The results highlight the importance of habit formation in driving actual usage, emphasizing the need for consistent content delivery and personalized content offerings. The results also underscore not only the importance of content quality (particularly actuality, range, and relevance) as a driving factor for usage, brand perception, and word of mouth recommendation, but also that streaming service providers should pay attention to system quality. Overall, the study enriches our understanding of strategies for content libraries, contributing to both theory and practice in the streaming industry.