SPOTTING THE NEXT BIG HIT WITH AI AND DATA-DRIVEN ENTERTAINMENT

Over 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.

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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 Volume

The 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.