siliconindia | | DECEMBER 202519SPOTTING THE NEXT BIG HIT WITH AI AND DATA-DRIVEN ENTERTAINMENT Ankur Tripathi is a seasoned media technology profession-al with over 15 years of experience, driving OTT innova-tion, AI-powered personalization, and cloud-native media solutions. He has worked across technical and leadership roles, shaping digital transformation, content localization, and strategies that enhance engagement and growth for global media platforms from Noida, India.Ankur Tripathi, BU Head - Media & Entertainment, To The NewOver the last few years, the way people consume entertainment has changed significantly. The rise of OTT (over-the-top) platforms has completely redefined the viewing experience for the audience. People now have access to vast amounts of entertainment with just a simple swipe on their phones. The streaming Tsunami has taken over people with too much content and too little time. According to media reports, India alone had over 547 million OTT users in 2024, a 14 percent increase from the previous year. An overflow of content alone does not always equate to meaningful entertainment. What sustains audience engagement today is not merely the abundance of content, but the intelligence behind how it delivers what viewers truly enjoy. This is precisely where Data and Artificial Intelligence (AI) and more recently, Generative AI (GenAI) are redefining the landscape, enabling sharper insights, personalized recommendations, and entirely new forms of creative expression.Why Discovery Matters More Than Content VolumeThe biggest challenge for OTT providers these days is not just producing content but also ensuring that audiences can easily discover it. OTT platforms like Netflix, Amazon Prime Video, JioHotstar, and others regularly handle millions of hours of content and users every single day. With so much choice, users often fall into the trap of endless scrolling.This is where AI comes into the picture through its powered recommendation engines, by analysing user behaviour based on what they skip, where they pause, and what others with similar tastes enjoy.Netflix recently revealed that recommendations drive around 80 percent of watched content on the platform. Similarly, JioHotstar leverages AI to push live sports highlights to cricket fans within minutes. In other words, with the advancement of AI, OTT services are now evolving from 'What to Watch' to 'This Is for You', curating content based on viewing patterns of the audience. From Recommendations to Personalised TrailersWhile traditional AI examines the past behaviour of the audience, Generative AI enables platforms to take In this article, Ankur explores how Data, AI, and Generative AI are reshaping the OTT and streaming landscape, driving personalized content discovery, predictive recommendations, and innovative strategies that are redefining how audiences engage with entertainment.CXOInSIGHTS
< Page 9 | Page 11 >