Future of OTT: Exploring AI’s Impact on Streaming
Video streaming platforms are embracing artificial intelligence (AI) tools to enhance content recommendations, tailoring the viewing experience for individual users and simplifying content discovery. Industry experts anticipate AI’s expansion into scripting, dubbing, and even allowing users to participate directly in content streaming.
Manish Kalra, Chief Business Officer at ZEE5 India, highlights the active use of AI in content recommendation, personalization, cross-device compatibility, and audience analytics across over-the-top (OTT) platforms. AI’s impact extends to social media marketing through creative content and short-form videos.
Neeraj Sharma, Managing Director at Accenture Growth Markets, emphasizes AI’s role in streamlining content production and distribution strategies for OTT platforms. While major platforms like Netflix and Prime Video already leverage AI algorithms for content recommendations, AI’s potential spans scriptwriting, casting assistance, and audio streaming thematic playlists.