Innovativeness, Interactivity, and the Adoption of Streaming Television

Abstract

Streaming television channels such as Netflix and Hulu have steadily grown in viewership, with many users abandoning traditional cable and broadcast sources of televised content. The purpose of this study was to assess whether personal innovativeness and perceived interactivity predict people’s intentions to stream video. Using an online survey (N = 790), it was determined that while innovativeness was a significant predictor, the perceived interactivity of the streaming experience best predicted streaming television viewing.