This study examines the future of TV and online video platforms in the evolving Egyptian market through using the predictors of use and interaction. Built on the unified theory of acceptance and use of technology, and the theory of technology discontinuities and platforms development, this study extends its framework to explore the relationship between the intention of use and the interaction with content behavior. A sample size of 396 university students answered the survey questions. Unlike other studies, the study found that the perceived ease of use (PEU) is the only variable that is positively correlated to the intention to use online video platforms, yet it shows a significant positive relationship between consumer characteristics (including instrumental orientation [IO], perceived behavioral control [PBC], online flow experience [FLOW]) and intention to use online video platforms. Results show that people are watching less TV, yet the low disposable income might be a serious challenge toward the growth of video platforms. This study offers valuable indicators about changing consumer behavior in the research-weak transitional Egyptian media system.

本研究通过使用和互动的预测因素，研究了不断发展的埃及市场中电视和在线视频平台的未来。本研究建立在技术接受和使用的统一理论、技术不连续性和平台发展理论的基础上，扩展其框架以探索使用意图与内容行为交互之间的关系。由 396 名大学生组成的样本回答了调查问题。与其他研究不同，该研究发现感知易用性 (PEU) 是唯一与使用在线视频平台的意图呈正相关的变量，但它显示出消费者特征（包括工具导向 [IO]）之间的显着正相关关系。 , 感知行为控制 [PBC], 在线流量体验 [FLOW]) 和使用在线视频平台的意图。结果表明，人们看电视的次数减少了，但可支配收入低可能是视频平台增长的严峻挑战。这项研究提供了有关在研究薄弱的过渡时期埃及媒体系统中改变消费者行为的宝贵指标。