Assessing determinants influencing continued use of live streaming services: An extended perceived value theory of streaming addiction

•The study measures continued intention to use live streaming services.•The study extends perceived value theory by including innovativeness and enjoyment.•The study discusses about the streaming addiction to heavy viewing.•The study provides important insights and recommendations to streaming companies.•The study offers social implications to the viewers of streaming services. Streaming services are becoming very popular among people and are considered as an entertainment alternative to the traditional model of broadcasting services due to its exclusiveness as well as better quality and variety of contents. The present article examines various factors influencing the continued intention to use live streaming services in India. To this end, the study fills the research gaps and extends perceived value theory by including a few important determinants, namely effort expectancy, performance expectancy, perceived innovativeness, perceived risk, perceived enjoyment and addiction to heavy viewing. The study contributes to the existing literature on streaming services addiction and extends its association with heavy viewing. Existing studies on addiction were found insufficient in explaining users’ heavy viewing of live streaming content, which has the potential to become a serious social problem in the future. The study’s findings suggest that the convenience value has the highest impact on users’ continued intention to use streaming services, followed by perceived enjoyment. The addiction to heavy viewing due to the use of streaming services by users has new social implications. The findings suggest that managers of streaming apps should promote their apps to consumers by highlighting various consumption values and make sure that their apps are attractive and provide personalized experience to the users. Moreover, the study discusses the growing addictive behaviour with regard to streaming services.