This research explores the factors influencing binge-watching behavior and engagement on Over-The-Top (OTT) streaming platforms using the framework of Flow Theory and a Structural Equation Modeling (SEM) approach. The rise of OTT services in India, driven by affordable data, increased internet penetration, and changing entertainment habits among millennials and Gen Z, has made binge-watching a prevalent behavior. Key constructs examined include entertainment, concentration, time distortion, continuance intention to watch, and binge-watching engagement. Purposive sample of 230 participants engaged in binge-watching behavior was analyzed using SEM to capture the complex relationships between these constructs. The SEM approach proves particularly well-suited for this study as it allows for the simultaneous analysis of multiple interdependent variables, providing deeper insights into both direct and indirect relationships. The study further establishes that higher engagement levels are achieved when viewers indulge in binge-watching. These insights underscore the importance of personalized recommendations, uninterrupted viewing environments, and the strategic release of entire seasons to enhance viewer retention. The findings offer actionable insights for content creators and streaming platforms, emphasizing the need to align content with evolving viewer behaviors to foster sustained engagement. This research contributes to understanding the psychological and behavioral impacts of binge-watching and offers practical strategies to optimize user experiences in a rapidly growing digital entertainment landscape.