With many OTT services competing for viewers’ attention, retaining subscribers requires a constant focus on user engagement. This is where Artificial Intelligence (AI) steps in.
Using AI’s capabilities, OTT platforms can personalize the user experience, and curate compelling content recommendations. These advancements all contribute to higher user engagement and ultimately, loyal subscribers.
Let’s take a look at some of the ways AI can help you achieve your engagement goals.
1. Personalization
As content consumers, we are inclined to enjoy personalized experiences catering to our individual preferences.
AI-powered algorithms can meticulously analyze a user’s viewing history, watch time, and preferred genres. The collected data is then used to suggest content that matches their interests. Thanks to the personalized approach, viewers gain a sense of discovery and stay actively engaged within the platform.
JWP Connatix’s Article Matching takes content personalization a step further. It uses AI to embed relevant videos directly from a platform’s library within written articles. Think of reading a sports article and having a video highlight reel appear alongside the text. The combination of written content and video keeps users glued to the platform.
Using Article Matching offers several benefits. Firstly, it eliminates the need for additional editorial resources to manually pair videos with articles. Next, it increases the reach and monetization potential of a platform’s video library by exposing viewers to relevant content. And most importantly, Article Matching deepens user engagement by creating a more interactive and stimulating reading experience.
2. Curated Playlists
AI doesn’t just recommend individual titles; it can also craft entire playlists based on user preferences. For example, popular streaming services like Netflix present thematically similar content after the viewer finishes a show. This eliminates the frustration of searching for what to watch next and keeps users engaged within the platform.
3. Enhanced Content Discovery Through AI-powered Search
Finding the right content can be daunting for users navigating vast OTT libraries. AI-powered automated video tagging can analyze content and assign relevant tags and categories with greater precision. Improved searchability reduces user frustration and keeps them actively engaged with the platform.
4. AI-powered Video Streaming Optimization
Nothing disrupts the viewing experience like buffering and laggy playback. AI can play a crucial role in ensuring a smooth streaming experience. By analyzing network conditions and user devices in real time, AI can optimize video streaming quality. This can involve adjusting video bitrate or resolution to match available bandwidth. A seamless viewing experience is essential for user satisfaction and retention.
5. Contextual Advertising
OTT platforms rely on advertising revenue, but flooding users with irrelevant ads can be counterproductive.
AI can personalize the advertising experience by understanding user preferences and viewing habits. If someone is watching a documentary about sustainable living, they can see ads for eco-friendly products or electric vehicles.
This approach not only improves the user experience by eliminating irrelevant ads but also creates a more valuable advertising platform for brands, creating a win-win situation.
6. Viewer Engagement Analytics
Understanding how users interact with a platform is crucial for improvement. AI can analyze large amounts of user behavior data to identify trends and pinpoint areas for improvement.
For instance, it can include data on what types of content users watch, how long they watch for, and where they drop off. By analyzing this data, platforms can gain insights into user preferences and tailor their content offerings, recommendations, and overall user experience accordingly.
Final Thoughts
Through the power of AI, OTT platforms can personalize user journeys, curate engaging content recommendations, utilize innovative features like Article Matching, and leverage AI’s capabilities for improved searchability, streaming optimization, targeted advertising, and viewer engagement analysis. This comprehensive approach will be key to driving user engagement and retention in the saturated OTT streaming market.