International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 8, Issue 2 (March-April 2026) Submit your research before last 3 days of April to publish your research paper in the issue of March-April.
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Volume 8 Issue 2
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Viewer Satisfaction on Over-the-Top (OTT) Streaming Platforms: An Empirical Study Using Correlation and Regression Analysis

Author(s) Ms. Chanchal Soni, Dr. Ankita Jain
Country India
Abstract Over-the-Top (OTT) streaming platforms have significantly transformed the digital entertainment landscape by providing on-demand access to movies, television programs, and web series through internet-based delivery systems. The rapid growth of digital technologies and increasing internet penetration have accelerated the adoption of OTT services globally. Understanding viewer satisfaction has become crucial for streaming platforms to retain subscribers and sustain competitive advantage. This study empirically examines the determinants of viewer satisfaction on OTT platforms. Primary data were collected from 210 OTT users using a structured questionnaire based on a five-point Likert scale. The study evaluates the impact of content quality, ease of use, personalization, price value, and streaming quality on viewer satisfaction. Statistical analysis was conducted using SPSS, including descriptive statistics, reliability analysis, correlation analysis, and multiple regression analysis. The findings indicate that content quality, streaming quality, and ease of use significantly influence viewer satisfaction, while personalization and price value also contribute moderately. The regression model explains 65.3% of the variance in viewer satisfaction, indicating strong explanatory power. The results provide valuable insights for OTT service providers to improve user experience and increase customer retention.
Keywords OTT platforms, Over-the-top, Viewer Satisfaction
Field Business Administration
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-03-15
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E-ISSN 2582-2160
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IJFMR DOI prefix is
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