Exploring The Influence of Nudges in User Interface Design on Viewer Engagement and Satisfaction: A Study of Netflix and Amazon Prime Among College Going Students in Kerala Using MARS (Mobile App Rating Scale)

Abstract

Netflix and Amazon Prime have established their dominance in the over-the-top streaming application business. They have constantly innovated and remained relevant even when people were skeptical about their survival post the pandemic. A large number of subscribers are students who have found a platform which streams content based on their choice rather than dishing out what the service providers in the traditional over-the-air, cable, or satellite-based services were offering. With the advent of cheap internet plans more and more subscribers found these apps very easy to use and a rampant adoption spree happened when these streaming platforms created user friendly and attractive mobile phone-based applications. A lot of these intuitive apps are created keeping in mind some Nudges that make these applications more engaging. This article will try to shed some light on the role of nudges embedded in the User Interface Design of OTT mobile apps and their impact on Viewer Engagement and Satisfaction.