Arth Dave,
Scholar, Arizona State University, Arizona, Ambawadi, Ahmedabad Gujarat, |
Santhosh Vijayabaskar,
Scholar, Northern Kentucky University, Kentucky, Chennai, Tamil Nadu, India, |
Bipin Gajbhiye,
Scholar, Johns Hopkins University, |
Om Goel,
Scholar, Abes Engineering College Ghaziabad, |
Prof.(Dr) Arpit Jain,
Scholar, KL University, Vijayawada, Andhra Pradesh, |
Prof.(Dr) Punit Goel,
Research Supervisor , Maharaja Agrasen Himalayan Garhwal University, Uttarakhand, |
Abstract:
The rise of personalized advertisements in video streaming services has significantly transformed consumer behaviour. As streaming platforms increasingly utilize data-driven techniques, such as machine learning and artificial intelligence, to deliver tailored ads, they have been able to engage users more effectively. This paper examines the impact of personalized ads on consumer behaviour within the context of video streaming services. It explores how targeted advertisements influence purchasing decisions, brand recall, and viewer satisfaction. The study also addresses the psychological factors involved, such as the perception of relevance, ad fatigue, and privacy concerns. Furthermore, it highlights the balance platforms must maintain between offering a personalized experience and respecting consumer privacy. The findings suggest that while personalized ads can enhance user engagement and lead to higher conversion rates, they must be executed with transparency and care to avoid negative consequences like ad aversion or privacy violations. Ultimately, this research underscores the importance of strategic ad personalization in optimizing both user experience and marketing outcomes in the rapidly evolving streaming industry.
Keywords:
Personalized ads, consumer behaviour, video streaming services, targeted advertising, machine learning, brand recall, ad relevance, user engagement, privacy concerns, ad fatigue, marketing optimization.
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