Published Paper Details:

This literature review carefully explores the important factors shaping the success of Over-The-Top (OTT) platforms in the dynamic digital media landscape. Thoroughly analysing key elements--Accessibility and Device Compatibility, Freemium Models, Content Variety and Quality, Cross Promotion and Bundled Services, Targeted Marketing and Personalization, Partnerships and Collaborations, and Social Media Engagement--the study provides a comprehensive understanding of the intricate OTT ecosystem. In the ever-evolving OTT landscape, ensuring seamless user experiences across diverse devices becomes imperative, with Accessibility and Device Compatibility playing a pivotal role. Freemium Models, balancing free and premium content, strategically contribute to user acquisition and retention. The critical determinants of Content Variety and Quality significantly influence viewer satisfaction and loyalty. Strategic considerations like Cross Promotion and Bundled Services enhance user engagement by capitalizing on synergies between different content offerings. Further refining user experiences, Targeted Marketing and Personalization tailor content recommendations to individual preferences. The enhancing of OTT platforms' reach is achieved through Partnerships and Collaborations, fostering a broader audience base. Social Media Engagement emerges as a dynamic force, facilitating user interaction, feedback, and content discovery. This exhaustive literature review offers valuable insights for stakeholders in the OTT landscape, providing a guide for strategic decision-making to optimize success in managing the competitive digital media environment effectively.