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Traditional video service providers are moving to direct-to-consumer models by launching OTT platforms to gain a greater control of consumer relationships. The rise in production and consumption of OTT digital video content has brought challenges. Increased consumer choice and low switching costs lead to churn if the quality of viewing experience is bad. Without an effective quality assurance (QA) strategy, video service providers are likely to have unnecessary development efforts, higher operational costs, and delays in issue resolution eventually leading to churn.
