Published Paper Details:

Datafication has become an increasingly prevalent trend in the digital age, transforming the way we interact with technology and consume media. One industry that has been heavily impacted by datafication is Over-the-Top (OTT) services, which leverage user data to generate personalized content recommendations. While these recommendations have improved the viewing experience for many users, there are also concerns around privacy and security risks associated with datafication. This research paper examines the impact of datafication on OTT services and the experiences and perceptions of users towards personalized content recommendations. A survey and interviews were conducted with OTT users to gather insights into their usage habits, level of comfort with data collection, trust in algorithms, and more. The findings suggest that while users generally appreciate the benefits of personalized recommendations, they also desire more transparency and control over their data. This paper contributes to the growing literature on datafication and its impact on user privacy, offering insights into the ethical implications of data-driven technologies in the context of OTT services.