The role of cognitive factors in consumers' perceived value and subscription intention of video streaming platforms

The video streaming sector has expanded significantly over the past decades despite the competition among service providers generating difficulties in retaining subscribed customers. This study explored the subscription intention by evaluating 35 peer-reviewed journal articles from two popular databases, namely Scopus and Web of Science. Instrumental insights related to the intricate and multidimensional factors that influenced customer decisions to subscribe to or renew video streaming service subscriptions were provided to both academicians and service providers. Alternative research avenues were also discovered for future researchers. Moreover, the findings would assist video streaming service providers in improving user experiences, establishing customer loyalty, and increasing the subscription intention in the fluctuating digital entertainment industry.