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@article{207027,
        author = {Prof. Surbhi Bhoir and Dr. Rashmi Soni},
        title = {A Study on the Role of User Satisfaction and Experience in Selecting OTT Platforms},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {2},
        pages = {4545-4552},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=207027},
        abstract = {This study examines the impact of user experience and satisfaction on the selection of Over-the-Top (OTT) platforms, which have become a dominant mode of digital entertainment consumption in recent years. With the rapid growth of OTT services such as Netflix, Amazon Prime Video, Disney+ Hotstar, and regional platforms, understanding the factors that drive user preferences and platform choice has become crucial. The research specifically focuses on three key dimensions of user experience user interface, streaming quality, and personalization features and analyzes their influence on overall user satisfaction. Data was collected from 150 respondents using a structured questionnaire and analyzed with statistical tools including correlation, regression, and Friedman test to determine the relative importance of these factors in shaping satisfaction and platform selection. The findings reveal that while user interface, streaming quality, and personalization significantly affect satisfaction, their combined explanatory power is limited, suggesting that other factors such as pricing, content variety, and subscription flexibility also play a substantial role. Among the studied factors, personalization features exhibited the strongest positive relationship with satisfaction, followed by streaming quality and user interface. The study highlights the importance for OTT platforms to not only ensure technical efficiency and personalized engagement but also to address broader service elements to enhance user retention and loyalty. The research contributes to existing literature by linking user satisfaction with platform choice and offers insights for OTT service providers to refine strategies aimed at improving user experience in an increasingly competitive digital entertainment landscape.},
        keywords = {OTT, Experience, Satisfaction},
        month = {July},
        }