Maysoon, Afrah, et al. “Analyzing OTT Platform Churn Rate: A Study of User Discontinuation Intention in Hyderabad Audience ”. Asian Bulletin of Digital Economics and Business, vol. 2, no. 1, June 2026, pp. 23-32, https://www.journal.uruborospublishing.com/index.php/abdeb/article/view/572.