A Comparative Study Among Viewers for OTT Platforms on Mobile Devices and Smart TVs

The impetus for undertaking this comparative study arises from the remarkable transformation of the entertainment landscape, spurred by the rapid growth and pervasive influence of Over-The-Top (OTT) platforms. The advent of these platforms has revolutionized content accessibility, affording viewers an extensive selection of entertainment options, which they can enjoy at their convenience, unhindered by spatial or temporal limitations. With mobile devices and smart TVs becoming increasingly ubiquitous, users now possess an unprecedented degree of flexibility in determining the manner and location of their OTT content consumption.

The primary objective of this research is to explore the intricate interplay of viewer preferences, behaviors, and satisfaction levels across various OTT platforms, with a particular emphasis on the distinct contexts of mobile devices and smart TVs. By scrutinizing user habits, content predilections, and viewing experiences, this study endeavors to contribute to the existing body of knowledge concerning the dynamic nature of OTT platform utilization. The insights derived from this exploration hold significant implications for stakeholders in the OTT ecosystem, such as service providers, content creators, and industry professionals, by offering valuable direction for the optimization of user experiences and content delivery strategies within a continually evolving digital environment.

Moreover, the motivation behind this study lies in recognizing the critical role that OTT platforms play in shaping contemporary entertainment consumption patterns. As these platforms continue to proliferate, it is essential to gain a comprehensive understanding of how users engage with and experience OTT content on different devices. This research is particularly timely, given the escalating reliance on mobile devices and smart TVs for accessing entertainment, which warrants an in-depth examination of the unique characteristics and challenges associated with each device type.

The findings of this comparative study will serve as a valuable resource for stakeholders in the OTT industry, facilitating data-driven decision-making and informing the development of innovative solutions that cater to the diverse needs and preferences of viewers. As the digital landscape continues to evolve at a rapid pace, the insights gleaned from this research will contribute to fostering a more nuanced understanding of the multifaceted dynamics that shape OTT platform usage, ultimately enhancing the viewer experience and shaping the future of entertainment consumption.

In summary, the motivation for conducting this study is rooted in the acknowledgment of the transformative impact that OTT platforms have on the entertainment landscape and the importance of investigating the complexities of viewer behaviors and preferences across various devices. By thoroughly examining user habits, content choices, and viewing experiences, this research aims to provide valuable insights that will inform and guide the future development of OTT platforms and content strategies, ensuring an optimal user experience for viewers in a continuously evolving digital realm.