How Artificial Intelligence Is Changing Content Creation And OTT Streaming

Artificial intelligence (AI) has transformed almost every facet of content creation. Besides redefining how content-to-video indexing and retrieval takes place, AI has enabled personalisation, enhanced viewers¡¯ experience, and studied consumer behaviour. In a highly competitive market, AI has leveraged hyper-personalisation of the entire OTT and streaming experience.

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It's all in the numbers

According to Allied Market Research, the OTT market will reach $1.039 trillion by 2027. Deloitte, in a report, predicted that Indian OTT subscription users will expand at 17% CAGR to reach 224 million by 2026 from the current 102 million. Even after a year of the reopening of the movie theatres post-pandemic, the Indian OTT cosmos has grown by 20% since 2021 and the six Indian metros contribute 33% to total paid subscriptions in India.

AI is an umbrella term for machine learning and deep learning which essentially is modeled on the human brain. It also means that AI understands preferences, recommendations, and popularity while acknowledging safety and privacy issues and contents that need moderation. The algorithms are capable of many complex processes and industry leaders across OTT and live streaming platforms have leveraged this technology for its solution-based capabilities.

The perks of AI

Improve customer experience

It is an understatement that people thrive on good and relatable content. In the first half of the last year, Netflix lost nearly one million subscribers for multiple reasons, lack of relatable content was one of the key reasons. However, in the second half of 2022, Netflix garnered about 223 million paid subscribers with the simple tactics of data analytics - they crafted personalised content to suit the palette of users across the globe.

AI video editor

AI has had significant prevalence in the video editing industry with tools that have helped content creators. Now, the algorithm can analyse video footage, make edits, and adjustments using different video-enhancing features to create a mind-blowing final product.

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Make the digital world safer

In the past, live streaming leaned on manual audits of content moderation, however by the time a stream was flagged, community-disputed content was already shared on multiple social media platforms, jeopardising the brand image. AI, however, can render stringent content moderation, by automatically analysing and debarring harmful content, expediting the speed and cogency of the content moderation process. YouTube uses a combination of AI and human moderators to remove content that violates its policies, such as hate speech, violent content, and misinformation. It also provides tools for users to report inappropriate content and flag it for review.

Also read: Artificial Intelligence Could Replace The Equivalent Of 300 Million Jobs: Report

Auto Transcription

AI-powered speech-to-text technology automatically transcribes live broadcasts in real-time. It is now a set industry standard to offer closed CC in different languages and formats. The AI tools are adept in speech recognition and high-quality transcription hastens the captioning process which was previously dependent on human intervention. Amazon Prime Video uses auto transcription to provide subtitles and closed captions for its content. The platform also allows users to customise the appearance of the captions, such as the font size and color.

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The power of language

Natural language processing (NLP) is one of the reasons why some gem-of-a-content is discovered in the sea of content. It has revolutionised keyword-based search to user intent-based keywords. It has also changed the way the world searches for topics; whether it is relevant or related content, history of the user, suggestions, auto-correction, and OTT video advertising.

Also read: Google's Experimental Artificial Intelligence Bot Can Create Music From Scratch

Total automation in live streaming

Automated live streams have been a success lately because it does not need human intervention. It is not just cost-effective but also goes as per plan without even having to do anything at all, also making multi-streams across different social media platforms possible in real time. It is becoming a quick favorite amongst startups and also large businesses. Brands like ESPN use automated live streaming to broadcast their sports events, such as the X Games and college football games.

The incredible thing about AI is that we are just getting started. AI-powered content creation is expected to revolutionise the media industry. Gartner predicts that by 2024, AI will generate 75% of all consumer-facing content, including articles, videos, and images. Data-driven and automatic, AI can lend a host of comforts to its users, becoming a big part of our world and is changing the OTT and streaming marketplace with altered dynamics. In addition, AI has been improving user engagement, personalising content recommendations, and automating content creation - all that is expected to transform the way media is produced, distributed, and consumed in the near-future.

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Disclaimer: All views and opinions expressed above are of the author, Saket Dandotia, COO Magnifi, and do not represent Indiatimes.