The Art and Science of User Engagement: Personalization and Recommendations in the OTT Era

The Art and Science of User Engagement: Personalization and Recommendations in the OTT Era

Nitesh Behare, Daman Jeet
Copyright: © 2024 |Pages: 30
DOI: 10.4018/979-8-3693-0116-6.ch009
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Abstract

This chapter explores the importance of personalization and recommendation algorithms in OTT era, emphasizing their role in enhancing content discovery and customizing user experiences. Crucial techniques like collaborative filtering and content-based filtering underpin these algorithms, which ensues personalized user experiences. Recommendation algorithms shape media consumption patterns, content discovery, influencing user behavior, cross-platform consumption and binge-watching habits. This chapter also paid attention to acknowledging ethical considerations like privacy concerns and algorithmic bias. Additionally, it also explores the challenges and opportunities for content creators in catering to algorithmic preferences, along with significance of balancing effective ad targeting and user privacy in personalized advertising. Improving and assessing recommendation algorithms using different metrics and feedback loops is important, however future trends concentrate on contextual personalization and adaptive experiences, enhancing user's entertainment journey.
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1. Introduction

The way people engage with streaming video in the ever-evolving entertainment industry has been completely transformed by Over-The-Top (OTT) media. Every OTT platform works on a data-driven paradigm, gathering consumer data to gain valuable insights into audience behaviour. For strategic decision-making, this analytical data serves as cornerstone, from content development to targeted marketing campaigns. Recommendation algorithms play an essential role in augmenting the overall viewers’ experience by proposing contents tailored to individual preferences. These algorithms not only engage the viewers but also ensures they discover new content that resonates with their unique interests.

We are inflowing in an era of content democratization, where OTT stands as a driving force, restructuring the way viewers consume, create and interact with media. In this dynamic landscape of entertainment, personalization and recommendation algorithms are fundamental in delivering a rich and captivating entertainment experience while fuelling the growth of the OTT industry (Yeole, Saha, & Bhaisare, 2022).

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