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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.

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

  • 会议论文

  • 发表日期：

    2025年

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  • Bincy Ann Babu,
  • N. Elangovan,
  • Jacob Joseph Kalapurackal,
  • Kerena Anand

摘要

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.