The Role of Artificial Intelligence in Enhancing User Experience on OTT Platforms

Authors

  • Keshav Chahwala Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
  • Chavda Shubham Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
  • Nihal Zalariya Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
  • Aryan Dhruv Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
  • Arya Rakesh Shah Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
  • Rahul Chauhan Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
  • Andino Maseleno International Open University, Gambia

DOI:

https://doi.org/10.38035/gijes.v2i4.311

Keywords:

AI-Driven Personalization, OTT Platforms, User Engagement, Content Recommendations

Abstract

This study investigates the impact of Artificial Intelligence (AI) on user experience and engagement with Over-the-Top (OTT) platforms, focusing on Ahmedabad, India. The research examines how AI-driven content personalization and predictive analytics influence user satisfaction and retention. Using a quantitative approach, data was collected from 101 respondents via a structured questionnaire and analyzed using SPSS software. Key findings reveal that AI-based content recommendations significantly enhance user satisfaction, with noticeable differences in engagement across age groups. Gender-based analysis shows a variance in time spent on platforms, though content preferences and response to recommendations remain consistent across genders. The study highlights the growing importance of AI in optimizing user experiences and driving engagement on OTT platforms. Future research can explore regional variations, ethical challenges, and evolving AI technologies in streaming services to further refine personalization strategies.

 

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Published

2025-01-09

How to Cite

Chahwala, K., Shubham, C., Zalariya, N., Dhruv, A., Rakesh Shah, A., Chauhan, R., & Maseleno, A. (2025). The Role of Artificial Intelligence in Enhancing User Experience on OTT Platforms. Greenation International Journal of Engineering Science, 2(4), 134–141. https://doi.org/10.38035/gijes.v2i4.311

Issue

Vol. 2 No. 4 (2025): (GIJES) Greenation International Journal of Engineering Science (December - February 2025)

Section

Articles

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Copyright (c) 2025 Keshav Chahwala, Chavda Shubham, Nihal Zalariya, Aryan Dhruv, Arya Rakesh Shah, Rahul Chauhan, Andino Maseleno

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