Uncovering the barriers to customer over-the-top experience: an integrated approach

Purpose The rise and expansion of over-the-top (OTT) platforms have transformed the entertainment industry by emphasizing consumer preferences, enhancing accessibility, and fostering innovation. However, certain obstacles continue to hinder the delivery of customer over-the-top experience (COTTE). To fill this gap, this study uncovers the underlying barriers to COTTE. Design/methodology/approach To accomplish this, the study employed an integrated methodology to analyze the identified barriers to COTTE. First, barriers were identified through a systematic literature review and content analysis, and experts from both industry and academia further validated them. Finally, by utilizing Interpretive Structural Modelling (ISM) and Fuzzy Matriced’ Impacts Croise's Multiplication Appliqu'ee an un Classement (Fuzzy MICMAC), the study examines the interrelationships among the identified barriers and classifies them based on their driving and dependence power, respectively. Findings The results indicate that technological and infrastructural barriers, economic affordability barriers, language and localization barriers, and privacy and data security barriers are the key barriers that impede customers' OTT experience. Research limitations/implications This study adds to the existing body of literature on customer experience in OTT platforms by providing a structured decision-making framework. The findings of this study serve as a valuable guide for OTT service providers in delivering an enhanced customer experience. Originality/value This study is the foremost empirical study that identifies and analyzes the customer-specific barriers to COTTE based on experts' input and existing literature.