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The over-the-top (OTT) media streaming services is an ever-evolving industry continually witnessing growth, particularly in the urban market.As a result, understanding and enhancing customer retention strategies has become paramount for service providers.This study delves into the effectiveness of customer retention strategies employed by OTT services, specifically focusing on urban consumers.Leveraging comprehensive data analytics tools, this study investigates the patterns, preferences and behaviours of urban consumers within the OTT platforms.The aim is to dissect the key drivers of urban audience retention, scrutinizing the impact of diverse tactics like content personalization, strategic pricing, exclusive offerings, loyalty programs, and community engagement.This analysis will lead to the development of data-driven segmentation models, empowering OTT service providers to craft targeted retention campaigns and loyalty programs in order to maximise customer lifetime value and thrive in the competitive urban market.
Galdinus et al. (Mon,) studied this question.