In this work, we propose a QoE-aware collaboration approach between Over-The-Top providers (OTT) and Internet Service Providers (ISP) based on the maximization of the profit by considering the user churn of Most Profitable Customers (MPCs), which are classified in terms of the Customer Lifetime Value (CLV). The contribution of this work is multifold. Firstly, we investigate the different perspectives of ISPs and OTTs regarding QoE management and why they should collaborate. Secondly, we investigate the current ongoing collaboration scenarios in the multimedia industry. Thirdly, we propose the QoE-aware collaboration framework based on the CLV, which includes the interfaces for information sharing between OTTs and ISPs and the use of Content Delivery Networks (CDN) and surrogate servers. Finally, we provide simulation results aiming at demonstrating the higher profit is achieved when collaboration is introduced, by engaging more MPCs with respect to current solutions.