The purpose of this study is to understand how the quality factors of sports content affect the satisfaction and continuous use of OTT service users. In order to achieve the purpose of this study, users using sports OTT services were set as a population and a survey was conducted. For data processing, frequency analysis, reliability analysis (Cronbach'α), and correlation analysis were performed using SPSS 24.0 version. In addition, confirmatory factor analysis and structural equation model analysis were conducted using AMOS 21.0 to verify the model's suitability and research hypothesis. As a result, [Hypothesis 1] Physical environmental quality and price-to-price quality, which are sports OTT quality factors, have a positive effect on satisfaction. [Hypothesis 2] Physical environmental quality and price-to-price quality, which are sports OTT quality factors, were found to have a positive effect on continuous use. [Hypothesis 3] Satisfaction was found to have a positive effect on continuous use.