The rapid expansion of over-the-top (OTT) platforms has transformed media consumption patterns in India, creating intense competition between global and regional service providers. This study applies the Push–Pull–Mooring (PPM) framework to examine the switching intentions of consumers in Bengaluru from international to regional OTT platforms. Using a quantitative, cross-sectional survey of active subscribers, the research investigates the influence of push factors (satisfaction level and subscription fees), pull factors (personalization and ease of use), and mooring factors (habits), with gender as a potential moderator. Partial least squares structural equation modeling (PLS-SEM) revealed that both push and pull factors significantly drive switching intentions, while habits moderated these relationships, highlighting the role of entrenched viewing patterns as both barriers and enablers of migration. However, gender did not significantly affect switching behavior. The findings reinforce the applicability of the PPM framework in the OTT context and emphasize the need for global platforms to address affordability and satisfaction, while regional platforms can attract users through affordability, vernacular content, and personalization. This study contributes to understanding consumer migration in digital media markets and provides actionable insights for service providers to enhance retention and acquisition strategies
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