The digital age has brought changes in the daily lives of millions of people around the world. The development of technology and the internet has enabled access to information at your fingertips, and activities on the internet have created a huge amount of data that is expanding every day. Companies began to develop new business strategies in order to attract the attention of consumers, and by analyzing their behavior and habits, they successfully predicted trends and potential opportunities for development in the new, digital environment. With the development of new strategies, streaming platforms have emerged as a new, revolutionary approach to content consumption. The ability of these companies to thoroughly study the habits of their users has enabled the development of personalized user experiences. This approach enabled the further development and implementation of a number of different functionalities that influence the user's activities when using the platforms themselves. By studying behavioral techniques, platforms have successfully shaped user experience focused on each individual user. Analyzing the behavior of the users themselves when using the platform, developing sophisticated recommendation algorithms, content categorization and various techniques that encourage longer use of the platform have significantly influenced user behavior and ultimately shaped a new user experience, where the focus is on the comprehensive experience of individuals, from the first touch point to the continuous use of the service. By applying behavioral techniques, such as different forms of nudges and framing, and by studying the cognitive biases of individuals and their tendencies to use mental shortcuts when making decisions, they enabled the development of new functionalities aimed at optimizing the user experience.