A Multi-criteria Decision-Making Approach for Prioritising Customer Churn Factors in OTT Video Platforms
- Title
- A Multi-criteria Decision-Making Approach for Prioritising Customer Churn Factors in OTT Video Platforms
- Creator
- Babu, Bincy Ann; Elangovan, N.; Anand, Kerena; Kalapurackal, Jacob Joseph
- Description
- Over-the-top (OTT) platforms have revolutionised media consumption by providing on-demand streaming services. Despite their growing popularity, customer churn remains a significant challenge for the platform. This research paper analyses the factors affecting customer churn in OTT video platforms. The factors are identified through unstructured interviews with industry experts and an extensive literature review. This research paper employs a novel approach to prioritising customer churn factors by incorporating multi-criteria decision-making (MCDM) techniques like AHP and fuzzy AHP. The importance of each customer churn factor is measured based on the analytic hierarchy process (AHP) and fuzzy AHP to develop a hierarchy of churn factors. The MCDM analysis results indicated that the content variety and recommendation system, video streaming issues, and high subscription prices are the most significant factors that cause customer churn. Through comprehensive analysis, the study aims to provide insights for OTT service providers to enhance customer retention and mitigate churn rates. The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2026.
- Source
- Lecture Notes in Networks and Systems;Volume;1385 LNNS;pp.603-618
- Date
- 01-01-2026
- Publisher
- Springer Science and Business Media Deutschland GmbH
- Subject
- Analytic hierarchy process; Customer churn factor prioritisation; Customer churn factors; Fuzzy analytic hierarchy process; Multi-criteria decision-making; OTT video platforms
- Coverage
- Babu B.A., Christ University, Bengaluru, India; Elangovan N., Christ University, Bengaluru, India; Anand K., Christ University, Bengaluru, India; Kalapurackal J.J., Christ University, Bengaluru, India
- Rights
- Restricted Access; Hardcopy may be available in the library
- Relation
- ISSN: 23673370; ISBN: 978-981966045-2;
- Format
- online
- Language
- English
- Type
- Conference paper
Collection
Citation
Babu, Bincy Ann; Elangovan, N.; Anand, Kerena; Kalapurackal, Jacob Joseph, “A Multi-criteria Decision-Making Approach for Prioritising Customer Churn Factors in OTT Video Platforms,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 20, 2026, https://archives.christuniversity.in/items/show/25576.