Since the advent of various OTT platforms across the globe, streaming audiences invariably face the “what to watch” dilemma because there is so much content to stream and not much time to browse through the entire libraries. Many streaming services make use of things like ‘My List’, ‘Likes & Dislikes’, and the kind of content which an OTT user consumes on the platform in order to recommend the most suitable titles to watch. It certainly helps but is that enough?
Some time back, the American streaming service Tubi had introduced a form of Artificial Intelligence (AI) to help streamers find the kind of content they are looking for. Tubi had added a separate menu called ‘Rabbit AI’, which is powered by ChatGPT, on its iOS mobile app for US-based users. By using Rabbit AI, viewers can ask the AI about the kind of movies or series they want to stream.
For instance, if someone wants to watch a time-travel movie which has elements of comedy in it, the viewer can casually ask “Suggest me some time travel movies which have comedy”. And accordingly, Rabbit AI might suggest the relevant titles he/she can stream on Tubi.
This AI-based recommendation tool is something which an OTT platform like Netflix can add on its OTT platform. We have specifically pointed out Netflix because of the sheer number of titles the platform boasts of, which makes it quite difficult and time taking to zero down on the movie or web series one wants to watch.
Because manually, there is no apparent way to recommend a user a title he/she may want to stream. This can efficiently be done by using the power and magic of Artificial Intelligence (AI) of some form, not necessarily ChatGPT though. Because ultimately, with the ever-increasing content library for OTT platforms across the world, the key to an intuitive and smooth user interface and customer delight would depend on the platform’s ability to recommend users their favorite titles to stream. Not just Netflix, but also other Indian streaming platforms like Amazon Prime Video, Disney+ Hotstar, and Jio Cinema, etc. can follow suit.