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 Conference Paper Faculty Publications- Conference Papers 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.; Anand, Kerena; Kalapurackal, Jacob Joseph Title A name given to the resource A Fuzzy Logic Approach for Prioritizing Customer Retention Strategies in OTT Video Platforms Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived Lecture Notes in Networks and Systems;Volume;1445 LNNS;pp.47-61 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1007/978-981-96-7140-3_4" target="_blank" rel="noreferrer noopener">https://doi.org/10.1007/978-981-96-7140-3_4</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105028292338?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105028292338?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., School of Business and Management, Christ University, Bengaluru, India; Elangovan N., School of Business and Management, Christ University, Bengaluru, India; Anand K., School of Business and Management, Christ University, Bengaluru, India; Kalapurackal J.J., School of Business and Management, Christ University, Bengaluru, India Description An account of the resource The emergence of over-the-top (OTT) video platforms has significantly transformed the way people consume content and the entire media landscape. The significant growth of OTT video platforms in recent years, amidst fierce competition and changing consumer preferences, has posed a challenge for the platforms in retaining customers. Elevated churn rates in the OTT video platforms have prompted them to focus on customer retention. OTT platforms implemented different strategies to retain customers. The customer retention strategies are identified through a literature review and unstructured interviews with industry experts. This paper presents a novel approach to prioritize customer retention strategies using a fuzzy analytic hierarchy process (fuzzy AHP). The fuzzy AHP analysis results show that content strategy is the most significant, followed by pricing, customer experience, and platform extension. This paper provides actionable insights for OTT platform managers, helping them enhance user satisfaction and retain customers. The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2026. Subject The topic of the resource AHP; Customer retention strategies; Fuzzy AHP; OTT video platforms; Strategy prioritization Publisher An entity responsible for making the resource available Springer Science and Business Media Deutschland GmbH Relation A related resource ISSN: 23673370; ISBN: 978-981967139-7; Language A language of the resource English Type The nature or genre of the resource Conference paper 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