Why do individuals use online video piracy websites?

The issue of online video piracy has persisted over time, gradually evolving. The rise of online video piracy websites has brought them to a level comparable with Over-the-Top (OTT) platforms, which attract many consumers by offering innovative access to content on any device, anywhere, anytime, via a broadband connection. Amidst diverse and seemingly inconsistent regulatory efforts, extant research must examine users' intentions concerning the utilization of online video piracy websites. This study delves into the factors shaping the intention to use such platforms, focusing on assessing both OTT platforms and online video piracy websites, as well as exploring the psychological determinants derived from the theory of planned behavior framework. The findings highlight that assessments of OTT services significantly influence users’ intentions to engage with online video piracy websites. Regarding online video piracy websites, the perception of cost-saving benefits emerged as the sole factor enhancing usage intentions. The core constructs of the theory of planned behavior, except for perceived behavioral control, along with the additional variables, exhibited significant effects. The study also sheds light on generational disparities. This study underscores the necessity for tailored strategies that take generational nuances into account.