Exploring the Effect of Over-The-Top (OTT) Content on Viewer Behaviour: the Role of Personalized Recommendations and Media Consumption Patterns

The purpose of this research was to find out how the rise of over-the-top has hugely revolutionized viewers’ conduct. Other areas that were explored by the study are personalized timely suggestions for over-the-top and changes in consumption behaviour. With the increasing use of over-the-top in today’s world, watching television underwent a major transformation. A mixture of survey data and data from interviews and focus group discussions was used by the team conducting the research. Based on primary hypotheses of the study, personal recommendations have an effect on what kind of materials people prefer when they watch or like some content. The findings support that it is crucial for the over-the-top platform to be tailored to suit viewers’ tastes. The research also sheds light on how OTT content consumption impacts social interactions and other aspects. Through this research, researchers are able to understand possible future shifts in viewing habits.