Creating Zero Degrees of Separation between OTT Players and Viewers

Abhijit Bhide
Sr. VP – Engineering, Vuclip Inc

Today, there is a paradigm shift in the way viewers consume online content. The advent of Over-the-top (OTT) platforms, which deliver streaming media over the Internet, has enabled viewers to access their choice of content anytime, anywhere, and on a host of devices. In India, the OTT industry is booming with more than 30 players currently in this space. In the past couple of years the OTT industry in the country has grown and transformed itself. We at Vuclip understand that the proliferation in digital infrastructure and access to faster network bandwidths are leading the growth in multiple consumer segments. Digital only subscriber base is expected to grow from 1.5M in 2017 to 4M in 2020 and the Mass consumers segment who use both TV and free OTT will grow from 200+M in 2017 to 500+M in 2020. The similar growth trend is visible in a variety of content created specifically for the digital platforms by the mainstream Bollywood / Tollywood actors.

As the preferences of consumers evolve, the OTT landscape is witnessing a lot of innovation which promises to further enrich their viewing experience. OTT players are increasingly leveraging new age technologies to build capabilities that empower them to analyze consumption patterns, create compelling content (which can be localized and regionalized) and deliver it seamlessly across multiple digital platforms.

The next phase in OTT technology landscape evolution is based on a zero degree of separation between the OTT players and the viewers. This is being driven by the massive uptake of emerging technologies such as Artificial Intelligence (AI), Machine Learning (ML) and advanced analytics. These technologies enable OTT platforms to offer viewers personalized search results, recommendations based on content usage and search patterns. Moreover, efficient analysis is driving flexible and configurable user journeys, which are customized at an individual or country level. OTT platforms are also being designed to be more interactive thanks to chat bots with underlying support from AI. All these trends not only help is offering personalized content delivery but also boosts adaptable business models for OTT players.

On the content delivery front, innovations in video compression technologies are helping deliver high quality content irrespective of the network quality. As the download size of apps reduce and data networks get faster, OTT players are exploring newer forms of delivery through these platforms such as instant apps and app in app models through partners. As these innovations enrich the viewers’ experience, the time spent by viewers on OTT platforms is increasing exponentially. Gamification in OTT is a relatively new concept but is gradually proving to be a game changer when it comes to the consumers’ experience by keeping them engaged. Interactive sections in the apps where users watching a show are asked to guess what would happen in a plot twist and then the following episode reveals the actual events unfolding in the show. Offline to online models such as an audience quiz or poll conducted in TV shows where consumers participate and interact online via the apps and win prizes are opening up new avenues for consumer delight.

Over the next 5-7 years the OTT industry in India will continue to see a massive growth in the user base, innovative business models and exciting consumer features. Major OTT players will leverage the engineering talent in the country to bring innovation in the areas of analytics driven consumer experience and drive flexible business models that are consumer friendly. Going forward we can also expect OTT platforms become more interactive where users will be able to make their own movies, play with content snippets, watch and share content with family members on any kind of device with ease. The consumer centric innovation along with securing data are going to be the mainstay of the OTT platforms both in India and globally.