How Perceived Content Quality Drives User Recommendations in OTT Services?

Purpose - Traditional content providers have been overtaken by over-the-top (OTT) services, which offer streaming video across all devices in an internet environment. However, it is unclear from the available data how user suggestions in OTT Services are influenced by the perceived quality of the material. Objective - This study aims to investigate how perceived content quality drives user recommendations in OTT Services. Methodology - The study uses a primary data collection methodology in which respondents who are frequent users of over-the-top (OTT) services are surveyed. This study examined the relationships between various dimensions, including Recommendation Behaviour (RB), Continuous Intention to Use (CIU), Perceived Content Quality (PCQ), and Perceived Enjoyment (PE), using statistical analysis. Findings - This study found that Perceived Content Quality, Perceived Enjoyment, and Continuous Intention to Use are positively associated with the Recommendation Behaviour of OTT Users. Research Practical and Social Implications - The results further clarify that one of the most effective features of over-the-top (OTT) video streaming technology in gauging a user's persistent intention is content. It gives OTT content makers insightful feedback to help them concentrate more on the requirements and expectations of the user base. Originality/Value - The study’s findings offer a novel perspective for service providers to enhance the Content Quality and Recommendation Behaviour of OTT users.