The exponential growth of Over-the-Top (OTT) platforms has transformed the global entertainment landscape, offering users access to diverse and personalized content anytime and anywhere. This study examines the critical role of user experience and challenges in influencing the selection of OTT platforms. Key factors such as subscription models, content diversity, ease of navigation, and technical performance are explored to understand their impact on user preferences. The research also delves into challenges faced by users, including subscription fatigue, data privacy concerns, and difficulties in discovering relevant content amidst an abundance of choices.The findings of this study highlight the interplay between user satisfaction and platform loyalty, emphasizing the need for service providers to address these challenges proactively. By understanding the nuances of user experience, the research offers actionable insights for OTT platforms to enhance their offerings, optimize customer retention, and maintain competitiveness in an increasingly saturated market. This study serves as a valuable resource for stakeholders seeking to navigate the evolving dynamics of the OTT industry.
Patil et al. (Sat,) studied this question.
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