Study about Artificial Intelligence and its Impact on Streaming Consumers

In recent years, streaming TV services and platforms have experienced exponential growth, becoming an essential part of global media consumption. This evolution has been driven by their ease of use, variety of content, and customization capabilities. With increasing competition in this market, customer loyalty has become a crucial objective to ensure the sustainability and success of streaming platforms. In this context, the use of artificial intelligence (AI) emerges as a powerful tool to revolutionize their loyalty strategies. AI tools can analyze large amounts of data to predict subscriber behavior and identify opportunities to create personalized interactions, such as notifications of new content releases that match their interests, or special offers based on their viewing history.

This study explores how personalization, gamification, and perceived ease of use, leveraged by the use of AI, are redefining user engagement on streaming platforms. The research focused on understanding how these techniques, mediated by perceived contingency and personal innovativeness, can impact the relationship between the consumer and the brand, promoting continuous use intention (CUI) and brand engagement. To this end, the main streaming platforms and their loyalty techniques were analyzed, and surveys were conducted with users of these platforms to obtain a more comprehensive view of the effectiveness of these strategies.