Exploring the Role of Social Media and Other Factors in the OTT Platform Landscape Post-Pandemic

Over-the-top (OTT) platform delivers the content to the audience through the internet services. The online content is easily accessible on personal computers, mobiles, digital media players, and intelligent platforms. OTT is referred to as the new generation of modern television networks. However, extreme competition regarding the low cost of switching challenges customer acquisition and loyalty. The increase in the subscription prices strains customer retention. The OTT platforms shift their focus to offer tailored content to meet the viewer's needs. The study aims to determine the motivating factors in using the OTT platform and its adoption rate during post-pandemic times. In addition, the study focuses on determining the obstacles to using the OTT platform. The qualitative study adopts a systematic literature review (SLR), structured interview, and word cloud analysis to meet the study objectives. The researchers interacted with diverse respondents about OTT subscribers. The study findings indicated that the social media and the ads displayed are very effective and keep the customers engaged. People often subscribe to OTT platforms because of the ads displayed and social media content.