RT info:eu-repo/semantics/article
T1 Do satisfaction and satiation both drive immediate and delayed subscription cancellation? Implications for subscription video-on-demand services
A1 Becerril Castrillejo, Ismael
A1 Nieto-García, Marta
A1 Muñoz-Gallego, Pablo Antonio
K1 Subscription video on demand
K1 Cancellation
K1 Continuance intention
K1 Satiation
K1 Satisfaction
K1 Customer relationship management
K1 Utility model
K1 Televisión de pago
K1 Subscription television
K1 Consumidores-Conducta
K1 Consumer behavior
AB Subscription video-on-demand (SVoD) services are facing a continuous increase in cancellation rates. To tackle this challenge, this study investigates how platform satisfaction and content satiation affect consumer's perceived value, which ultimately determines the cancellation decision. We use data from consumers of SVoD (n = 465). A moderated mediation analysis analyzes the interplay of platform satisfaction, perceived value and content satiation in immediate (vs delayed) cancellation decisions. Our findings show that perceived value and content satiation are the early predictors of subscription cancellation. Surprisingly, satisfaction with the platform is not a sufficient antecedent of cancellation, whereas competitors' attractiveness accelerates this decision. Satiated consumers consider a delayed cancellation of their subscription because of a gradual decline in their perception of future utility. This suggests that they are able to infer future satiation and discount their expectations when making a subscription cancellation decision. We provide actionable recommendations for platforms to retain consumers: to periodically advance their future releases and to effectively communicate the variety of their content. Platforms should also be vigilant of competitors' acquisition strategies since these penalize consumer perceived value, which accelerates cancellation.
PB Elsevier
SN 0969-6989
YR 2026
FD 2026-02
LK https://hdl.handle.net/10259/11145
UL https://hdl.handle.net/10259/11145
LA eng
NO This article has been financially supported by the project "Trends and Challenges in Commercial Distribution: Optimising Strategies, Channels, and Interactions" (PID2023-146611NB-I00) from the Ministry of Science, Innovation and Universities of the Spanish Government; Junta de Castilla y León and FEDER to the Research Unit of Excellence “Economic Management for Sustainability (GECOS)”, under Grant CLU-2019-03-2. This article is part of the work conducted by the Research, Marketing and Innovation (R+M+i) Research Group, funded by the Consejería de Educación de la Junta de Castilla y León (Spain) by Order EDU/1494/2024. This research funding does not imply any conflict of interest.
DS Repositorio Institucional de la Universidad de Burgos
RD 22-abr-2026