Evaluating Artificial Intelligence in Entertainment Media Using the VIKOR Method

Abstract

This study evaluates five popular streaming platforms Netflix, YouTube, Video, Disney+ Hotstar, and Viu—using the VIKOR multi-criteria decision-making method. The evaluation is based on four critical parameters: free accessibility, platform flexibility, ease of use, and privacy security. The findings highlight the strengths and weaknesses of each platform, offering insights into how they compare in terms of user satisfaction and technological advancements. This research provides a comprehensive ranking of these platforms, assisting users and industry stakeholders in understanding their competitive positioning.Research Significance: With the rapid growth of digital streaming services, understanding the factors that influence platform performance and user preferences is essential. This study helps identify the most effective streaming service based on multiple parameters, providing valuable insights for users, content providers, and platform developers. Additionally, the research underscores the role of AI-driven recommendations, security enhancements, and user-centric designs in shaping the future of the media and entertainment industry.Methodology: The VIKOR (VIseKriterijumska Optimizacija I Kompromisno Resenje) method is a widely recognized multi-criteria decision-making (MCDM) approach used for ranking and selecting alternatives based on conflicting criteria. It is particularly useful when decision-makers need to find a compromise solution that balances multiple evaluation parameters.The study employs the VIKOR method, a widely used multi-criteria decision-making approach, to rank streaming platforms based on four key evaluation parameters. The methodology involves normalizing the data, determining the best and worst values for each criterion, and computing the VIKOR index to rank alternatives based on their performance. This approach ensures a balanced assessment by considering trade-offs between conflicting criteria, ultimately identifying the most suitable platform for users. Alternatives: The study evaluates five major streaming platforms as alternatives Netflix, YouTube, Video, Disney+ Hotstar, Viu Evaluation Parameters: The platforms are assessed based on the following key factors Free of charge – Accessibility without subscription fees, Flexible/multiplatform – Compatibility across different devices, Easy to use – User-friendly interface and navigation, Has great privacy security – Robust data protection and security measures. Results: The analysis ranks Netflix as the top-performing platform, excelling in privacy security and platform flexibility. Video and Viu secure second and third positions, respectively, demonstrating strong capabilities in multiple areas. YouTube and Disney+ Hotstar rank lower due to limitations in privacy security and ease of access.