Assessing OTT Platform Efficacy Using Data Science and Data Mining Techniques | Chapter 8 | New Horizons of Science, Technology and Culture Vol. 4

 

In the digital era, where internet connectivity shapes lifestyles and choices, traditional modes of entertainment—such as cable television and movie theatres—are gradually witnessing a decline in relevance. In their place, Over-the-Top (OTT) platforms have emerged as the dominant medium of content consumption for a vast segment of the global population. These platforms offer on-demand access to a vast array of content across genres, languages, and formats, redefining how individuals engage with entertainment. Despite their growing ubiquity, a surprising segment of the population—approximately 20%—remains unfamiliar with the term "OTT platforms." Interestingly, nearly half of this segment engages with such services unknowingly through well-known brands like Netflix, Amazon Prime Video, and Disney+, indicating a gap in conceptual understanding despite regular usage.

 

This research paper aims to bridge that knowledge gap and contribute to the broader understanding of OTT platforms from both a consumer and analytical standpoint. The study adopts a data-driven approach, utilising data collected through convenience sampling via structured surveys to assess the depth of public awareness, usage frequency, platform preference, and behavioural trends related to OTT services. It explores consumer sentiment, viewing patterns, subscription tendencies, and satisfaction levels.

 

Furthermore, the paper employs data science and data mining techniques, including machine learning algorithms, to extract meaningful insights from the data. It analyses the correlation between consumer preferences and the performance of different OTT platforms, revealing how content variety, pricing strategies, user interface, and personalisation influence user loyalty and platform success. Sentiment analysis is used to evaluate the public's perception—both positive and negative—about these platforms, underlining the dual nature of technological advancements. By examining these facets, the study not only offers actionable insights for OTT service providers and marketers but also seeks to educate uninformed users about the evolving digital entertainment landscape. This research underlines the growing necessity of digital literacy in media consumption and highlights the transformative impact of data science in decoding user behaviour and platform dynamics in the entertainment industry.

 

 

Author(s) Details

 

Shivani Vats
Jagan Institute of Management Studies, New Delhi, Delhi 110085, India.

 

Disha Grover
Jagan Institute of Management Studies, New Delhi, Delhi 110085, India.

 

 

Please see the book here:- https://doi.org/10.9734/bpi/nhstc/v4/6026