ANALYZING THE FACTORS TRIGGERING SUBSCRIBER CHURN FOR STREAMING SERVICES IN THE UNITED ARAB EMIRATES
DOI:
https://doi.org/10.70301/Keywords:
Subscriber Churn, Streaming Services, United Arab EmiratesAbstract
In recent years, the advent of streaming services has brought about a significant transformation in how consumers obtain digital content. Presently, MyBaut explores different options for people living in the United Arab Emirates (UAE) to watch the latest streaming of movies, shows, and TV series. The streaming platforms central to the consolidation phenomenon experienced a decline in performance. Thus the research objectives are as i) to analyze the factors (customer experience (CE), availability of exclusive content (AOEC), availability of diverse content (ADC), personal factors (PF), technical factors (TF)) influencing churn management (CHM) in streaming services in the UAE. The findings from this study will benefit telecommunication companies, decision-makers, and broadcasters in the UAE by aiding them in understanding the consumer paradigms and the determinants of the adoption and perpetual use of streaming services. As well as serving as a foundation for further research on streaming services offered in the region, this study adds to the narrative of innovation and technology adoption in the Middle East.
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