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P Madhesh

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#software testing Oct 2026

Determinants of Consumer Choice among OTT Streaming Platforms: An Empirical Study

The dynamic rise of Over-The-Top (OTT) streaming platforms has significantly influenced the way in which customers interact with entertainment material. The current research aims to investigate the factors that influence customers’ choices between different OTC platforms. Specifically, the study examines such variables...

P Madhesh, K. Sanjana P. Devi · 0 citations

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