'multihoming'—subscribing to multiple OTT services simultaneously—is becoming increasingly prominent. Surveys indicate that while … users experience benefits such as access to diverse content through multihoming, they also experience subscription fatigue … due to managing multiple services. This study aims to examine how the benefits and costs experienced through multihoming …

, including multihoming across different platforms, designing products with greater autonomy from the platform technology, or … effects and investigates empirically how complement multihoming affects perceived consumer quality, shaped by complement …) providing an updated perspective on the value contribution of multihoming, (2) emphasizing the value advantage of complements …