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How does Artificial Intelligence Improve OTT Streaming Experience?

Amita Kumari Published on : 12 April 2022


The streaming industry is currently at its highest peak of success, with zero competitors for customer acquisition. Streaming service providers have made the whole ecosystem in a way that users never get tired of browsing content libraries presented by OTT platforms.

To keep users engaged with the content, OTT service providers are coming up with engaging content on a 24*7 basis. The competition is so high that OTT platforms are now exploring content development in different niches. In addition to that, for improving streaming functionalities and engagement, the streaming industry has taken the help of AI technology to make it easier to manage the end-to-end streaming cycle.

Starting from video recommendations to streaming media files, AI implementation is making it possible to offer customized streaming solutions to each subscriber.

To know more about how AI technology advancement has caused betterment of streaming services, let’s have a glance at some of the noteworthy automation technology implementations-


Top 3 AI Technology implementations that have improved Streaming experiences-

1- Content customization-

Artificial intelligence and machine learning through data annotation have helped streaming platforms to improve user experience by enabling them to customize content recommendations for each user.

  • AI technology analyzes watch history, search terms, average time spent on the content, regional movie/series played, genres selected, and based on the report, prepares a tailor-made recommendation page dedicated towards users’ interest.
  • From deciding the number of series/movies displayed in the row to playlist, latest releases to Top 10 series based on your region, artificial intelligence has made it so appealing to customers that it takes less than a second to grab their attention.
  • AI-powered recommendation engines are ruling the streaming market and have been used by OTT giants such as Netflix, HBO max, Disney+, Amazon Prime, and others. 

Alie-AI-powered recommendation engine supported by Muvi is offering enterprise-grade content recommendation services. Alie uses various effective filtering methods for the best recommendations results. Some of them are- Recommendations based on watch history, tags, genre, metadata, likes, dislikes, and peer suggestions- where the content recommendations are based on the interests of users with similar watching habits.

Take a look at Content Recommender System – An Advantage for Streaming Media Platforms


2- High definition video streaming-

Artificial Intelligence algorithms work best towards comparing the current set of data to the conditioned one. The best example of this can be video streaming. When a video is streamed, the AI algorithm compares low-resolution video with high-resolution data frames available in the database and accordingly upscales video quality. 


Let us take an example of a real-time scenario- when a video is transmitted from an edge network with 480p resolution, but AI technology upscales the streaming resolution to 1080p on the user’s device. It improves user experience and drives engagement towards the streaming platform.

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To further improve user experience, current video players have multiple video resolution set options like: 

1- Auto adjustment (Where video resolutions are adjusted according to your network speed)

2- Higher picture quality (Conditioned towards using more data than a normal playback)

3- Data save( Where the system adjusts video quality to consume less data)

4- Advanced resolution set (which ranges from 144p to 2160p).


3- Voice recognition services-

Gone are the days when users  struggled to search that one song which they were humming  but were unable to recall the lyrics or the name of the song. Keeping in mind the multitasking nature of listeners, where they do not have time to manually search for a music/video and simply want contactless media streaming, AI technology has developed voice recognition solutions, which capture the user’s speech and start finding out the perfect match for the word/keyphrase given. 

Also read- UX Marketing | Role of User Experience in OTT Platform Performance

How does it work?

Once the voice recognition software receives the speech, it stores the keyword uttered by the user and starts to mine a pile of songs stored in cloud storage and gets the right song/video that matches with the keyword. This kind of AI technology implementation has proved to be the best towards improving user experience and has also helped spike user engagement with the streaming service providers.

OTT industry leaders- Amazon Music and Apple Music have implemented voice recognition service, which has helped them establish a loyal customer base and drive revenue with maximum customer retention.


Wrapping up-

To be on the top of the user retention funnel, streaming service providers have to up-skill their offerings with the latest technology. 

AI technology adoption has helped streaming industry in improving user experience, gaining customers, and generating targeted revenue. As a result, online streaming service providers, content creators, publishers, broadcasters are open to ready-to-use enterprise-grade OTT platforms. 

Muvi One is one of the world’s best all-in-one OTT platform providers. Muvi One’s exclusive streaming solutions like AI-Powered recommendation engine, Multi-DRM, built-in CDN, Multi-device streaming, live streaming, cloud hosting has made streaming secure and reachable to global audiences. 

To know more about Muvi One’s offering, take a 14-day free trial of Muvi CMS and discover how Muvi One is helping the streaming industry in revenue and user traffic generation.

Start your free trial now!

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Written by: Amita Kumari

Amita is a content writer with Muvi marketing team. She has over 5+ years of experience in content creation and development. Passionate by heart, she likes to cook, write, sing and do yoga to pass time.

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