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ORIGINAL RESEARCH article

Front. Big Data
Sec. Cybersecurity and Privacy
Volume 8 - 2025 | doi: 10.3389/fdata.2025.1513027
This article is part of the Research Topic Cybersecurity of Artificial Intelligence Integration in Smart Systems: Opportunities and Threats View all articles

Big Data Analytics and AI as success factors for online video streaming platforms

Provisionally accepted
Muhammad Arshad Muhammad Arshad 1*Wou Choo Wou Choo 2Ashfaq Ahmad Ashfaq Ahmad 3Goabaone Mogwe Goabaone Mogwe 4
  • 1 Technological University Dublin, Dublin, Ireland
  • 2 INTI International University, Nilai, Negeri Sembilan Darul Khusus, Malaysia
  • 3 Lahore Garrison University, Lahore, Punjab, Pakistan
  • 4 Unicaf University, Kampala, Central Region, Uganda

The final, formatted version of the article will be published soon.

    As the trend in the current generation with the use of mobile devices is rapidly increasing, online video streaming has risen to the top in the entertainment industry. These platforms have experienced radical expansion due to the incorporation of Big Data Analytics and Artificial Intelligence which are critical in improving the user interface, improving its functioning, and customization of recommended content. This paper seeks to examine how Big Data Analytics makes it possible to obtain large amounts of data about users and how they view, what they like, or how they behave. While customers benefit from this data by receiving more suitable material, getting better recommendations, and allowing for more efficient content delivery, AI utilizes it. As a result, the study also points to the importance and relevance of such technologies to promote business development, and user interaction and maintain competitiveness in the online video streaming market with examples of their effective application. This work presents a comprehensive investigation of the combined role of Big Data and AI and presents the necessary findings to determine their efficacy as success factors of existing and future video streaming services.

    Keywords: big data analytics, sustainable development education, artificial intelligence, climate modelling, Online Video Streaming Platforms, Data-driven insights

    Received: 28 Oct 2024; Accepted: 10 Jan 2025.

    Copyright: © 2025 Arshad, Choo, Ahmad and Mogwe. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

    * Correspondence: Muhammad Arshad, Technological University Dublin, Dublin, Ireland

    Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.