AI Hype in OTT: Democratising Digital Tools to Accelerate Growth

The hype for artificial intelligence (AI) in the OTT market is at an all-time high as the technology continues to revolutionise the user experience and content delivery. The challenge remains: how can all broadcasters, regardless of size, access and deploy these powerful digital tools? Too often, smaller broadcasters are left behind, lacking the resources and expertise to compete with industry giants. 

But AI integration doesn’t have to be complex or exclusive. The key is democratising access to AI, ensuring that every broadcaster can leverage its potential to drive growth and enhance their OTT platforms. With the right knowledge and strategy, broadcasters of any size can harness AI to stay competitive and innovate in an evolving landscape.

New Opportunities, and New Challenges

OTT platforms have risen to become one of the most popular forms of entertainment. The global OTT market size is estimated to grow from $316.76 billion in 2024 to $2.816 trillion in 2034 according to Precedence Research. To capitalise on the massive opportunity OTT presents, broadcasters have embraced new technology to engage with viewers. AI has provided them with the tools to enhance the viewer experience, here are some of its benefits:

• Personalisation: OTT platforms equipped with AI have access to advanced data analytics and insights. Platforms can then use an AI-powered recommendation engine to provide users with personalised content recommendations. User searches, interactions, viewing history and demographic are used to ensure recommendations match individual interests and current trends. This enhances the users’ experience and increases engagement.

• Automated Content Management: AI powered content management systems can increase operational efficiency by automatically analysing and tagging content and enriching metadata. This makes content easier to categorise and organise. Broadcasters can also use AI to filter out inappropriate or offensive content, to identify scenes or cast members, or generate automatic subtitles.

• Enhanced User Experience: An engaging user experience (UX) is crucial for an OTT platform to thrive. AI is revolutionising UX through developments like interactive content experiences and hyper-personalisation. Voice assistants are also becoming more popular, helping to provide an intuitive and seamless content discovery experience.

• Advanced Targeting: Advancements in advertising are also possible with AI integrations. Using consumer data, preferences, and behaviour, AI algorithms can create highly targeted ad campaigns. This increases the likelihood viewers will engage with adverts as they will be more relevant.

• Globalisation: GenAI can play a pivotal role in making your content available to a wider variety of audience through Subtitling and Dubbing. This allows you to target different markets with cultural similarities and provide dubbed and subtitled content to potential audiences in these different markets. 

Due to technology developments, integrating AI into an OTT platform can be a challenge. Broadcasters require developers with a greater understanding of the technology to manage the transition. Algorithms require reliable data to function effectively, or broadcasters risk damaging the customer experience.

Broadcasters also face the cost of implementing AI, as significant upgrades may have to be made to existing systems to make way for it. While these issues may not impact larger broadcasters, they can be an obstacle for smaller broadcasters with tighter budgets and fewer team members. Failing to embrace innovations like AI can leave OTT platforms behind the competition, but without the expertise or developers to fully utilise them, smaller broadcasters can struggle.

Users are also increasingly cautious of how their data and privacy is used by companies. Large volumes of user data are frequently used for content recommendations, so it’s crucial this information is handled ethically and responsibly.

Setting a Strategy for OTT Success

For players of all sizes, choosing the right partner will determine their long-term success in AI and innovative technologies. All broadcasters should have access to digital tools that help to drive growth and improve user experiences. Broadcasters must find a partner that makes implementing technology simple, fast, and seamless. Delivering with efficiency provides massive competitive advantage. This is a step that needs to happen sooner rather than later. 

By leveraging the experience and skills of a trusted partner, technological obstacles are reduced, and teams are better equipped to adapt to ever-changing digital requirements and focus on delivering a superior experience for the consumer. 

To overcome data privacy concerns, broadcasters need to ensure transparency and accountability. It should be made clear to users how AI systems operate and utilise their data. Procedures should also be put into place to hold content creators accountable. This is another area where an experienced partner can advise and guide broadcasters to the best outcome for both parties. 

Keeping Up with the Competition

Identifying the right partner will ensure broadcasters are set on the road to success. It is crucial to go beyond AI and look at implementing new technology on a routine basis to focus on sustainable growth. 

The best partners will be able to handle the largest broadcasters through to niche content creators, to seamlessly automate processes, monetise content, and grow their audiences. 

Accelerating growth is more important than ever to keep up with the OTT giants as the industry booms, but all broadcasters now have a fantastic opportunity to utilise these tools. Players that embrace this change can achieve and maintain impressive results.