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Based on trust transfer theory, this study explores trust transfer between two brands in the over-the-top (OTT) context. Specifically, it examines the effect of (1) the hosting OTT platform brand trust and (2) users' trust disposition on the brand trust of add-on services. Further, the study investigates their impact on the willingness to subscribe to add-on services.

Using purposive sampling, data were collected using an online survey from OTT users (n = 322). The data were analyzed using partial least squares structural equation modeling (PLS-SEM) through the software SmartPLS.

The study exhibited that users' brand trust in the hosting OTT platform brand results in users trusting the brand of add-on services hosted on the platform. The study explains this finding of “brand trust transfer” with the help of the trust transfer theory. It also clarified that the brand trust transfer process is not moderated by trust disposition and is not influenced by gender, experience and income. Finally, the study showed that brand trust in the hosting platform does not directly affect users' willingness to subscribe to add-on services but indirectly through brand trust in add-on services.

This study demonstrates the trust transfer between two brands. The context is two brands operating in the same competitive space (OTT services), with the established brand hosting the services of the other less-known brand. This study pioneers the investigation of the source-target entity pair operating in the same competitive space, contending that brand trust transfer may also occur between brands in other contexts (like financial services). The study is also unprecedented in elucidating the effect of brand trust in the hosting platform, users' trust disposition and brand trust in add-on services on users' willingness to subscribe to the add-on service.

As situational changes result in changing consumption patterns, this study aims to understand the entertainment consumption shifts during and after the COVID-19 pandemic lockdown. Particularly, how users’ habits and use behavior have changed and how these constructs subsequently impact their continuance intention has been investigated. The study proposes a research model based on customer value and habit theory.

The study proposes a research model based on customer value and habit theory. The data collected during (n = 192) and after (n = 138) COVID-19 situation in the over-the-top (OTT) platforms setting through purposive sampling was analyzed using partial least square structural equation modeling (PLS-SEM).

The study elucidates that customer perceived value (utilitarian and hedonic values) impacts habit and continuance intention in different situations: during and after COVID-19. It was also shown that habit partially mediates the influence of utilitarian and hedonic values on continuance intention. Further, the extent of use had a negative moderation effect on the habit-continuance intention relationship during COVID-19 but did not moderate the relationship in the post-COVID-19 situation. Finally, it was demonstrated that the effect of utilitarian value increased, whereas that of hedonic value decreased on the continuance intention of OTT platforms in the after-COVID-19 situation compared to during COVID-19.

Although set up in the OTT context, the practitioners from other online entertainment services, and any online service in general, may utilize the study findings to reinforce habit and continuance intentions to address unwanted consequences due to situational changes. The study suggests to the OTT service providers ways to facilitate the habit formation of OTT users. The study recommends constant monitoring of the extent of the use of OTT consumers and user engagement tactics for nurturing the OTT consumption habits of heavy users. The recommendations for maintaining and strengthening the perceived value-continuance intention relationship were also made, which would help the OTT service providers immensely.

The study establishes the mediation effect of habit and the robustness of perceived value in determining continuance intention in varying situations. The results also highlighted the changes in the impact of perceived value and habit on the continuance intention of OTT platforms. The study also advances the literature by demonstrating the differential influence of the extent of use on the habit-continuance intention relationship during and after COVID-19.