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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.

The demand for over-the-top (OTT) video streaming services has grown manifold in the last few years. With increasing competition in the OTT market, it is vitally important for businesses to understand OTT retail consumers' continuance intentions. This study aims to understand the antecedents of the continuance intention of OTT platforms and distinguish the most essential and best-performing predictor variables of continuance intention.

The study employs an integrated research model based on the theory of planned behavior (TPB), flow theory and habit. Data collected from OTT retail consumers (n = 383) using the online survey method are analyzed using partial least squares structural equation modeling.

The results elucidated which TPB antecedents and dimensions of flow experience affect OTT platforms' continuance intention. The most important factors affecting continuance intention were habit, attitude and perceived behavioral control, while the best-performing factors were perceived behavioral control, perceived enjoyment and attitude.

The study is unique in harmoniously integrating conscious cognitive intention, intrinsic motivation and habit of performing an activity to explain OTT platforms' continuance intention.