Customer experience en plataformas over the top de streaming audiovisual: Un caso de estudio

Abstract

The transformation of the entertainment industry is mainly reflected in the migration from traditional television services to audiovisual streaming. The main actor in this change of consumption is the Over The Top (OTT) platforms, a new business model that has managed to become popular and conquer the market with great success, presenting challenges to maintain customer loyalty. In this sense, the purpose of this document is to study a way to face the aforementioned challenge, creating a proposed model for the creation of a satisfactory Customer Experience (C.X.) in OTT platforms. For this purpose, the concept of C.X. is used, analyzing its creation process and transferring it to the scenario of the aforementioned platforms; this process was carried out under a four-step research methodology: Search and Collection of information, 2. Definition of Variables, 3. Creation of the proposed model, and 4. Proposal validation. With more than one hundred documents consulted, more than twenty influential variables in C.X. and OTT platforms were studied; which led to the recognition of another important and active concept in this interaction - User Experience (acronym - U.X.). Likewise, six components are identified to be taken into account in the creation of Customer Experience within this business model, which could contribute to customer loyalty by producing loyalty and recommendation intention. The results obtained allow understanding the general scenario of these platforms, recognizing that they are a business model with high opportunities for study and analysis. Likewise, aspects to be taken into account in the development of these platforms to satisfy their users/customers are recognized.