ABSTRACT
This paper examines the role of AI-enabled personalization of OTT services like Netflix. Amazon prime, and Jio Cinema, affect Indian millennials; consumption patterns and satisfaction. By using surveys, interviews, and analytics, it checks how the impact of AI recommendations impacts. user, content discovery and subscription retention, and raising ethical issues pertaining to privacy. The collection of data on the basis of a mixed-methods approach was achieved through the employment of surveys, interviews, and platform analytics. It was also found through quantitative research that a positive strength of interaction with AIs recommendation had a positive impact on watching time and satisfaction with the content and subscription renewal. Qualitative research revealed that such major themes as identification of new genres, issues of privacy and binge-watching emerged. Data privacy and AI algorithm transparency issues proved to be the case of concern; thus, the study proved that although the experience of the individual user can be enhanced through individualization using AI, there were a lot of very important ethical dilemmas. The results highlight the importance of the balance between increased personalization and the elimination of the issue of user privacy.
