AN ANALYSIS STUDY ON BRAND LOYALTY IN THE OTT ECOSYSTEM

Abstract

OTT platforms have emerged as major actors in the content distribution space of the quickly changing digital entertainment sector. Customer retention and brand loyalty have become crucial success elements due to the intense rivalry among platforms such as Netflix, Amazon Prime Video, Disney+, and others. By examining customer preferences, satisfaction, and the significance of content, pricing, and personalization, this study explores the factors that influence brand loyalty within the OTT ecosystem. The study looks at ways to build and maintain brand loyalty in a crowded market using both primary and secondary data.