ItemConference Paper

Prioritisation of Challenges in OTT Video Platforms: A Multi-criteria Decision-Making Approach

Title
Prioritisation of Challenges in OTT Video Platforms: A Multi-criteria Decision-Making Approach
Creator
Babu, Bincy Ann; Elangovan, N.; Kalapurackal, Jacob Joseph; Anand, Kerena
Description
Over-the-top (OTT) video platforms have emerged as the preferred choice for on-demand entertainment. In this ever-changing landscape, OTT video platforms face many challenges to being relevant in the market. Identifying and prioritizing challenges is pivotal for the sustainable growth of OTT platforms. This paper aims to comprehensively examine and prioritize the challenges of the OTT video platform. The challenges are identified through an extensive literature review and unstructured interviews with six OTT industrial experts. The importance of each challenge is measured based on the analytical hierarchy process (AHP) to develop a hierarchy of those challenges. The AHP analysis results indicated customer retention as the most significant challenge, followed by content, customer experience, infrastructure, and bandwidth. The study is subjective to the experts opinions and available literature regarding the OTT platforms. The insights gleaned from this research are poised to offer substantial value to digital platform operators, media professionals, and managers. The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.
Source
Smart Innovation, Systems and Technologies;Volume;413 SIST;pp.55-68
Date
01-01-2025
Publisher
Springer Science and Business Media Deutschland GmbH
Coverage
Babu B.A., School of Business and Management, Christ University, Bengaluru, India; Elangovan N., School of Business and Management, Christ University, Bengaluru, India; Kalapurackal J.J., School of Business and Management, Christ University, Bengaluru, India; Anand K., School of Business and Management, Christ University, Bengaluru, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISSN: 21903018; ISBN: 978-981977716-7;
Format
online
Language
English
Type
Conference paper

Citation

Babu, Bincy Ann; Elangovan, N.; Kalapurackal, Jacob Joseph; Anand, Kerena, “Prioritisation of Challenges in OTT Video Platforms: A Multi-criteria Decision-Making Approach,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/25654.

Output Formats