A Fuzzy Logic Approach for Prioritizing Customer Retention Strategies in OTT Video Platforms
subject: AHP; Customer retention strategies; Fuzzy AHP; OTT video platforms; Strategy prioritization
description: 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.
creator: Babu, Bincy Ann; Elangovan, N.; Anand, Kerena; Kalapurackal, Jacob Joseph
source: Lecture Notes in Networks and Systems;Volume;1445 LNNS;pp.47-61
publisher: Springer Science and Business Media Deutschland GmbH
date: 01-01-2026
rights: Restricted Access; Hardcopy may be available in the library
relation: ISSN: 23673370; ISBN: 978-981967139-7;
language: English
type: Conference paper
coverage: 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