Exploring the Role of AI in OTT Platform Personalization

Over-The-Top (OTT) media has already revolutionized the way audiences consume content, shifting from traditional broadcast schedules to on-demand viewing. OTT content can revolutionize things again! This time, it's with Artificial Intelligence (AI).

AI Strengths for OTT Content

AI's great power lies in its ability to analyze vast amounts of user data nearly instantly. OTT platforms collect information on viewing habits, search queries, device usage, and even the time of day users are most active, but making sense of all that data has always been a challenge. Machine learning algorithms have the power to process this data and identify patterns and preferences that are unique to each user.

For example, say you have a group of viewers who watch crime dramas a lot. You know this, so you flood their feed with crime dramas. But they're not biting like you think they should: until AI allows you to see that they're only watching crime dramas late at night. During the day, they have other interests, so now you can prioritize the content they like, when they like it, and deliver an amazing experience that keeps them loyal.

Recommendation Engines

Platforms like Netflix, Amazon Prime Video, and Disney+ all already employ quite sophisticated algorithms that go beyond simple genre classifications: they use collaborative filtering to look at the behavior of users who have similar tastes to identify larger patterns. They also use content-based filtering, which focuses on the attributes of the content itself. By combining these methods, AI gives highly personalized suggestions that feel intuitive to the user.

Natural Language Processing (NLP)

NLP enhances search functionality in some important ways. First, note that traditional keyword-based searches often fall short. Users often input vague or complex queries because they're tired, aren't sure exactly what they're looking for, or are trying to remember an obscure item from a show or movie whose name they can't recall. NLP helps the platform to understand and interpret natural language, even when it's vague.

Predictive Analytics

Predictive analytics now let your platform anticipate user needs and preferences before they are explicitly expressed. How? AI analyzes so many trends and patterns in user data that it can forecast which upcoming shows or movies a user might be interested in. This means you can tailor your marketing efforts in ways you could only have dreamed of just a few years back and know where to invest for content acquisition and production decisions.

Better Advertising

AI-driven personalization ensures that ads are relevant to the viewer, and this makes a big difference in keeping campaigns effective while also keeping ads from destroying the user experience and sending them away in frustration. The goal is always to increase the potential for ad engagement while reducing the intrusiveness of the advertising. You want it to feel like content rather than a disruption.

This is just the tip of the iceberg, and AI is changing everything. To get onboard and get ahead, request a demo with Lightcast.com now and see how we can get your streaming service to the top.