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Sonali
Dr. Seema Rathee
Keywords:
Consumer behavior, content strategies, technological innovation, and regulatory challenges, Psychology, cultural factors, retention strategies, and ethical concerns
Abstract:
This study presents a detailed bibliometric analysis of OTT platform research from 2010 to 2024, based on 236 publications from the Scopus database. It explores key trends, including consumer behavior, content strategies, technological innovation, and regulatory challenges. The research identifies India, South Korea, and the U.S. as major contributors and highlights the influence of global events like COVID-19 on content consumption. While academic interest is growing, gaps remain in understanding user psychology, cultural factors, retention strategies, and ethical concerns. The study offers valuable insights for researchers, industry stakeholders, and policymakers, laying a foundation for future research and innovation in the evolving OTT landscape.
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International Journal of Recent Research and Review
ISSN: 2277-8322
Vol. XVII, Issue 4
December 2024
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PUBLISHED
December 2024
ISSUE
Vol. XVII, Issue 4
SECTION
Articles
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