Investigating OTT Subscription Business in Indonesia: Analysis Perceived Value to Behavioral Intention Trough Mediator and Moderator Examination

The Over-The-Top (OTT) streaming business involves providing streaming media services that foster business growth and innovation directly to viewers via the internet. The increasing demand for Over-The-Top (OTT) services in Indonesia has been propelled by advancements in internet infrastructure, cost-effective data plans, and the widespread adoption of smart devices. Through providing unlimited access to diverse content, Netflix firm growth by offering flexible and personalized viewing experience for media business sustainability. This study aims to examines how application-based OTT services, particularly Netflix, have transformed the entertainment industry in Indonesia. The research examines the leverage of perceived value on behavioral intention through social identity, considering age and gender as moderating factors. Using a quantitative approach with a sample of 250 Netflix users and Structural Equation Modeling (SEM) analysis via SmartPLS 3.2.9, the findings recommend that the industry implement advanced algorithms for personalized content and enhance social identity through interactive features. The study found that the substantial mediating effect of social identity (Z), with perceived value (X) exerts a significant influence on behavioral intention (Y) has significant impact. Surprisingly, the analysis found no significant moderating effects of age and gender on these relationships. Future research should focus on observing platforms to further understand user behavioral intentions.