A SYSTEMATIC REVIEW OF CUSTOMER EXPERIENCE IN OTT PLATFORM SERVICES

Abstract

OTT (over-the-top video) has emerged as a popular keyword in the modern day when discussing digital media and the accessibility of the most recent video material among consumers, particularly the Generation Y group. Viewers can access video content using OTT apps using any Internet-connected device, such as a smartphone, smart TV, tablet, desktop computer, laptop, etc. The over-the-top (OTT) streaming platforms market is a new development that has given the film business a new challenge. A satisfying watching experience for moviegoers is essential for success in the fiercely competitive OTT business. This article aims to investigate the Customer Experience in Over the Top (OTT) Platform Services using a Systematic Literature Review (SLR). Online Databases like Emerald, Semantic Scholar, EBSCO, SCOPUS, Springer, Pub Med, and Google Scholar were used for the study. Initially, 160 articles were used for the study. This paper clearly talks about the customer experience in Over the Top (OTT) Platform Services.