Subscription fatigue - Are you for real? Studying cross-cultural factors for multihoming using consumption value theory

Subscription fatigue and the growing fragmentation of digital content have led to customers engaging in multihoming, which involves maintaining memberships to multiple OTT services simultaneously. However, there is limited understanding of how changing cultural orientations and value conceptions affect multihoming behavior. To address the gap, we employed the Theory of Consumption Values and Complexity Theory to evaluate how user value systems impact the intention to multihome among OTT platforms. We extracted 7321 user reviews about popular shows/movies from IMdB.com to identify relevant factors for examining users’ intention to multihoming in our exploratory study. Subsequently, we conducted a comparative study, specifically comparing a collectivist culture (India) with an individualistic culture (Australia). We collected data from 706 users across these two countries and identified configuration conditions using fuzzy-set qualitative comparative analysis. Findings indicate eight and four configurations of consumption values for India and Australia, respectively, which result in a higher intention to multihomed among OTT platforms.