The Role of Artificial Intelligence in the Growth of Over the Top Platforms

Purpose: The rapid expansion of Over-The-Top (OTT) platforms has been significantly influenced by advancements in Artificial Intelligence (AI). This study aims to examine the role of AI in the growth of OTT platforms, with specific emphasis on content personalization, user experience, audience engagement, and subscription retention. Methodology: The study adopts a descriptive research design. Primary data were collected through a structured questionnaire based on a five-point Likert scale. A total of 70 respondents participated in the survey. The collected data were further analyzed using a One sample t-test. Findings: The findings reveal that AI-driven recommendation systems significantly enhance content discovery and viewing satisfaction among OTT users. Personalized suggestions, targeted notifications, and AI-based insights were found to positively influence user engagement and subscription continuity. The study also indicates a generally high level of trust among users regarding the use of AI in managing viewing preferences, thereby contributing to the sustained growth and competitiveness of OTT platforms.