Digital Transformation Initiatives for Enhancing Customer Experience in OTT Video Platforms

Title

Digital Transformation Initiatives for Enhancing Customer Experience in OTT Video Platforms

Creator

Babu, Bincy Ann; Elangovan, N.

Description

The rise of Over-the-Top (OTT) video platforms has transformed the way users access and interact with video content. With growing competition, it is crucial for OTT providers to improve customer experience. This chapter integrates digital transformation initiatives tailored to OTT video platforms to enhance the customer experience in the agile market. The growth of OTT video platforms depends on their ability to formulate digital transformation strategies to enhance customer experience. The key digital transformation initiatives implemented by OTT platforms to enhance the customer experience are personalisation, content curation, social media interactivity, user interface optimisation, community building, technological innovation, optimisation of monetisation plans, multi-device integration, interactive initiatives, and customer support. This chapter highlights the importance of digital transformation initiatives for meeting consumers evolving preferences and demands. This chapter offers actionable guidelines for OTT video platforms seeking to thrive in a dynamic digital landscape. 2025, IGI Global.

Source

Digital Transformation Initiatives for Agile Marketing;pp.219-250

Date

01-01-2025

Publisher

IGI Global

Coverage

Babu B.A., Christ University, Bengaluru, India; Elangovan N., Christ University, Bengaluru, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-836934468-2; 979-836934466-8;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3693-4466-8.ch009

https://www.scopus.com/pages/publications/105007861930?origin=resultslist