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How Artificial Intelligence Making OTT Platforms Smarter?

TOC
Artificial Intelligence & OTT---A Great Match
How AI is Helping OTT Platforms?
AI for Video Playback Services
AI for providing Customized Content
Making Marketing Personal
How Video Analytics used to create a better experience for end viewers?


Consumption of entertainment via internet-connected devices has grown exponentially, and the media OTT space in India has witnessed a huge boom over the last few years. Media reports state that the OTT industry in India is likely to grow at a CAGR (Compound Annual Growth) rate of 22-23% till 2023.
On-demand content has broken the confined viewing schedules and led traditional broadcasters and OTT service providers to rethink their business model around this change. OTT platforms have been changing the way audio and video content is received, Despite consumer acquisition, customer retention is being one of the big challenges for OTT players.
Providing that personalization, coupled with engaging content and a rich viewing experience are the key criteria to acquire loyalty and to be a successful brand. OTT players are restoring artificial intelligence to target the right audience at right time, and with the right message.
Artificial Intelligence & OTT---A Great Match
For the media industry, content is the key and several broadcasting companies are focusing on original, customize, and personalize content to stay ahead of the competitive curve. This has compelled the OTT service providers to come up with various solutions to cater to the ever-changing needs of the consumers.
Artificial Intelligence is shaking up the broadcasting scene, media & entertainment industry by storm. Both small and big players are hustling to use AI to distinguish themselves from the rest. Artificial Intelligence has become one essential figure that aids marketers to recognize their customers and realize their needs. From content ingestion to quality control to content delivery,
In addition to providing entertaining and engaging content which is the core of OTT service, marketers can leverage cutting-edge technologies like AI to fuel powerful content recommendations, streaming, and data-gathering purposes to keep their audiences from straying away.
There is plenty more to explore around the OTT service, brought to you by AI. Here is how artificial intelligence help OTT platforms to overcome challenges facing by them and also maintaining their user base or even build upon it.

How AI is Helping OTT Platforms?
AI for OTT Video Playback Services
In the past few years, the data speeds have increased but this has not resonated with the video quality of web content on OTT platforms. With the option to stream video content in 4k quality, the data & speed requirements have significantly increased. This could lead to a lot of buffering issues that can potentially drive away subscribers. Thus, finding a solution for the buffering issue becomes vitally important.
Here AI comes to play, AI system can intelligently analyze and determine the video quality based on the network quality. It can cleverly switch between varied video qualities without affecting the end-user experience to a great deal and can be kept engaged. AI systems can also learn over time, know the preferred video quality of the user, and automatically switches to that quality whenever the user plays any video content.
AI for providing Customized Content
People are more likely to watch shows or movies similar to their interests. best ott can offer better services to their customers if they have a better understanding of user choices. With AI solutions OTT service providers can learn about the viewer’s personal taste and preferences, the kind of shows they like, and the amount of time users spent on their platform, etc.
The OTT providers can even analyze the changes in consumer behaviour with changes in the storyline of the show through their watching patterns.

Making Marketing Personal
AI-based personalized user recommendations along with data-driven decision-making help in crafting effective content acquisition strategies. While also acts as a catalyst to plan marketing tactics for targeting new audiences and retaining loyal viewers thereby resulting in maximizing yield per subscriber. Today, with video streaming being considered at par with traditional cable and satellite TV services, one could imagine that there would be an increase in subscription and advertising rates in the future.

With the data provided through AI systems, OTTs can optimize every aspect of their content strategies. The more granular the user information available, the more content can be adjusted to make videos more relevant to viewing preferences.
The OTTs can even maximize the personalization of user experiences across multiple digital touchpoints like apps, websites, push notifications, email, etc.

OTT services use AI to make the consumer experience more informative and handy.
Video intelligence personalizes the user experience using the feedback data collected and applied
Contextual content---Going beyond subscriber data helps in a deeper contextual understanding of subscribers’ behaviour, preferences, and pre-empt their future content choices.

How Video Analytics used to create a better experience for end viewers?
Uncovering audience insights can make the consumers stick to the OTT platforms and can monetize the content.
Integrating APIs and machine learning (Subset of AI) algorithms into video players to enable the activity and intelligence to personalize each end user’s engagement.
Following up with more video catalog showing trailers of user interests.
Data taxonomies provide type or classes of consumers and aid in making data-driven decisions.


The ability to leverage artificial intelligence to tailor engaging content and brand experiences to audiences and acts as a medium to provide perspective insights. For OTT platforms, this is just the beginning, and opportunities provided by the AI applications to surpass the traditional content platforms are just incomparable.