Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Babu, Bincy Ann; Elangovan, N. Title A name given to the resource Digital Transformation Initiatives for Enhancing Customer Experience in OTT Video Platforms Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Digital Transformation Initiatives for Agile Marketing;pp.219-250 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3693-4466-8.ch009" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3693-4466-8.ch009</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105007861930?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105007861930?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Babu B.A., Christ University, Bengaluru, India; Elangovan N., Christ University, Bengaluru, India Description An account of the resource 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. Publisher An entity responsible for making the resource available IGI Global Relation A related resource ISBN: 979-836934468-2; 979-836934466-8; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online