Analyzing the Users’ De-familiarity with Thumbnails on OTT Platforms to Influence Content Streaming

Abstract

Personalization facilitated by Artificial Intelligence technologies is crucial to the success of OTT (over-the-top) streaming sites. The thumbnail is the first thing users see when browsing content on an OTT platform, and it significantly impacts how they decide to stream it. This study investigates users’ perceptions and streaming intentions of customizable thumbnails on OTT sites. Therefore, in the study, we will test the hypothesis that users’ de-familiarity with thumbnails outweighs the main movie poster art as it is too known to be observed or obscures the primacy effects. In addition, we will explore whether altering the appearance of a thumbnail impacts the streaming of content. The outcomes showed that the streaming content differs depending on how well the thumbnail can be spotted on the OTT application. The investigation results will be quantitatively verified using one-way ANOVA and simple regression.