International Journal of Scientific Research and Engineering Development

The rapid growth of Over-The-Top (OTT) platforms such as Netflix, Amazon Prime Video, and Disney+ Hotstar has transformed the entertainment industry by providing on-demand digital content to users. This study focuses on analyzing the digital marketing strategies adopted by OTT platforms and their influence on customer retention. The research aims to identify key factors such as content quality, personalization, pricing, social media marketing, and user experience that affect customer satisfaction and loyalty. Primary data was collected from 120 respondents through a structured questionnaire, and the data was analyzed using percentage analysis. The findings of the study reveal that young users are the major consumers of OTT platforms and that content variety, original content, and personalized recommendations play a significant role in retaining customers. The study also highlights that pricing and advertisements are major concerns for users, leading to subscription fatigue. The study concludes that effective digital marketing strategies, combined with high-quality content and customer-centric approaches, are essential for improving customer retention in the highly competitive OTT market. The research provides valuable insights for OTTservice providers to enhance their marketing strategies and improve user satisfaction.

Logeshkumar.S, Dr.R.Murugalaksmi,"Digital Marketing Strategies of OTT Platforms and Their Influence on Customer Retention" International Journal of Scientific Research and Engineering Development, V9(3): Page(550-554) May-June 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.