Purpose: The emergence of internet-based business models has given rise to online higher education institutions (OHEIs) that offer their undergraduate and graduate degree programs exclusively online with minimal physical presence. Research on OHEIs discusses the need for external legitimacy and resource acquisition, often ignoring the role of quality among these institutions. Hence, this study aims to investigate the role of digital quality of education on OHEIs' survival. Design/methodology/approach: Guided by four different inter-disciplinary theories, a conceptual framework is offered based on a comprehensive literature review. Findings: The role of digital quality of education in improving the survival and strategic competitiveness of institutions in the US online higher education industry is highlighted. Research limitations/implications: This conceptual paper highlights how the digital quality of education becomes increasingly important over the life cycle of OHEIs. Practical implications: The proposed framework suggests that despite the competition provided by traditional and well-entrenched players, OHEIs can improve their survival and competitiveness if they invest strategically in the digital quality of education. Originality/value: This study offers an overarching conceptual framework developed through an integration of multiple theoretical perspectives and grounded in the US online higher education industry.