Consumer Preferences in Choosing OTT Provider and Satisfaction

Abstract

The selection of an Over-The-Top (OTT) service provider is significantly influenced by consumer preferences, which have a substantial impact on both the initial decision-making process and the subsequent level of satisfaction. The content library is a significant determinant influencing customer decision-making. Individuals are attracted to platforms that provide a diverse selection of superior material, including well-known films, television series, and unique original creations. The presence of a wide range of genres and the accessibility of material tailored to individual preferences greatly influence the appeal of an over-the-top (OTT) service. Ease of use and accessibility are also critical considerations. Consumers prefer platforms with user-friendly interfaces, intuitive navigation, and seamless cross-device compatibility. The ability to access content across various devices, such as smart TVs, smartphones, and tablets, enhances the overall user experience and contributes to higher satisfaction. Subscription pricing and flexibility in payment models are paramount in the decision-making process. Consumers appreciate transparent pricing structures and a variety of subscription plans that cater to different budgets and preferences. Additionally, the availability of free trial periods allows users to assess the platform's offerings before committing to a subscription, contributing to overall satisfaction. Customer support and responsiveness are factors that significantly impact user satisfaction over time.. Users appreciate platforms that understand their tastes and deliver content suggestions tailored to their individual preferences, creating a more enjoyable and immersive streaming experience. In summary, consumer preferences encompass content variety, ease of use, pricing models, customer support, and personalized recommendations, all of which contribute to the selection of an OTT provider and the ongoing satisfaction of users in an increasingly competitive digital streaming landscape.