{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,2]],"date-time":"2026-04-02T16:37:07Z","timestamp":1775147827235,"version":"3.50.1"},"reference-count":41,"publisher":"MDPI AG","issue":"3","license":[{"start":{"date-parts":[[2025,8,4]],"date-time":"2025-08-04T00:00:00Z","timestamp":1754265600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"Institute of Information &amp; communications Technology Planning &amp; Evaluation (IITP)","award":["2022-0-00510"],"award-info":[{"award-number":["2022-0-00510"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>As ad-supported subscription models proliferate across over-the-top (OTT) media platforms, understanding the psychological mechanisms and perceptual factors that underlie consumers\u2019 transition decisions becomes increasingly consequential. This study integrates the Uses and Gratifications framework with a contemporary motivation-based perspective to examine how users\u2019 media consumption motivations and advertising attitudes predict intentions to adopt ad-supported OTT plans. Data were collected via a nationally representative online survey in South Korea (N = 813). The sample included both premium subscribers (n = 708) and non-subscribers (n = 105). The findings reveal distinct segmentation in decision-making patterns. Among premium subscribers, switching intentions were predominantly driven by intrinsic motivations\u2014particularly identity alignment with content\u2014and by the perceived informational value of advertisements. These individuals are more likely to consider ad-supported plans when ad content is personally relevant and cognitively enriching. Conversely, non-subscribers exhibited greater sensitivity to extrinsic cues such as the entertainment value of ads and the presence of tangible incentives (e.g., discounts), suggesting a hedonic-reward orientation. By advancing a dual-pathway explanatory model, this study contributes to the theoretical discourse on digital subscription behavior and offers actionable insights for OTT service providers. The results underscore the necessity of segment-specific advertising strategies: premium subscribers may be engaged through informative and identity-consistent advertising, while non-subscribers respond more favorably to enjoyable and benefit-laden ad experiences. These insights inform platform monetization efforts amid the evolving dynamics of consumer attention and subscription fatigue.<\/jats:p>","DOI":"10.3390\/jtaer20030198","type":"journal-article","created":{"date-parts":[[2025,8,4]],"date-time":"2025-08-04T10:48:08Z","timestamp":1754304488000},"page":"198","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":2,"title":["Exploring the Motivation for Media Consumption and Attitudes Toward Advertisement in Transition to Ad-Supported OTT Plans: Evidence from South Korea"],"prefix":"10.3390","volume":"20","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-1954-3211","authenticated-orcid":false,"given":"Sang-Yeon","family":"Kim","sequence":"first","affiliation":[{"name":"School of Media & Communication, Kwangwoon University, Seoul 01897, Republic of Korea"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0009-0003-4064-2411","authenticated-orcid":false,"given":"Jeong-Hyun","family":"Kang","sequence":"additional","affiliation":[{"name":"Department of Metaverse Convergence, Kwangwoon University, Seoul 01897, Republic of Korea"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Hye-Min","family":"Byeon","sequence":"additional","affiliation":[{"name":"Media & Advertising Research Institute, Korea Broadcast Advertising Corporation, Seoul 04520, Republic of Korea"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Yoon-Taek","family":"Sung","sequence":"additional","affiliation":[{"name":"Media & Advertising Research Institute, Korea Broadcast Advertising Corporation, Seoul 04520, Republic of Korea"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Young-A","family":"Song","sequence":"additional","affiliation":[{"name":"Department of Advertising and Public Relations, Hallym University, Chuncheon 24252, Republic of Korea"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Ji-Won","family":"Lee","sequence":"additional","affiliation":[{"name":"Division of Communication & Media, Ewha Womans University, Seoul 03760, Republic of Korea"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Seung-Chul","family":"Yoo","sequence":"additional","affiliation":[{"name":"Division of Communication & Media, Ewha Womans University, Seoul 03760, Republic of Korea"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2025,8,4]]},"reference":[{"key":"ref_1","unstructured":"Statista (2025, July 03). 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