Here's a fact! While various industries witnessed ups and downs in 2021, the Over the Top (OTT) industry picked up the pace. This enormous shift to OTT players and VOD giants can be attributed to the constantly evolving consumer behavior and emotional preferences.

Today, when streaming networks and OTT platforms grab additional eyeballs every day, brands must gauge audience liking and derive insights for delivering overall superlative customer experiences. With expectations from subscribers changing drastically, untapped viewers' emotions and cognitive data holds the key to delivering emotionally resonating content and maintaining maximum viewership.

However, OTT brands face challenges aplenty in gaining subscribers and retaining viewers.

Content Discovery

Statistics from a Livestream study reveal that OTT users tend to give up on a platform if it takes them more than 90 seconds to find a TV series, movie, or any other piece of content. Hence, it becomes imperative that OTT players enhance their content discovery functionality.

Quality Content Creation

Gone are the days when viewers hounded one platform to watch good content. Today, when there's no dearth of gripping content and OTT providers are witnessing a sudden surge in viewership, it's crucial to sustain customer loyalty.

Viewer Retention

With numerous OTT players jostling for space, retaining viewer base is a massive challenge. Besides, delivering binge-worthy, attention-grabbing content, decoding viewer's browsing patterns and behavioral preferences are crucial to reduce drop-offs and churn rates.

And that's where Emotion AI can help augment viewer's experience on an OTT platform. Here's how.

With Entropik’s Emotion AI-powered consumer insights platform, OTT brands can test content such as scripts, episodes, promos, trailers, and teasers across key metrics like attention, engagement, and emotional appeal. This allows platforms to decode the subconscious reactions of their target audience and fine-tune content for maximum impact.

By identifying which creative elements resonate most, brands can optimize media planning, reduce customer acquisition costs by up to 63%, and target the channels that drive the highest viewer engagement.

Entropik’s scalable Emotion AI solution empowers OTT providers to boost creative effectiveness by up to 400%, using real-time emotion detection tools like facial coding and eye-tracking to understand how audiences truly respond as they watch.

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Frequently asked questions

1. Why is understanding viewer emotion important for OTT platforms?

Emotional engagement strongly drives content consumption, sharing, and platform loyalty, making it a key competitive factor in the crowded OTT streaming market.

2. How can OTT platforms measure viewer emotional response to content?

Methods like facial coding and emotion AI analysis during test screenings help OTT platforms measure genuine viewer emotional reactions to content.

3. What role does emotional data play in OTT content strategy?

Emotional data can inform decisions about which content to greenlight, how to edit trailers, and which themes resonate most strongly with target audiences.

4. How competitive is the OTT streaming market today?

The OTT market remains highly competitive with numerous platforms vying for viewer attention and subscription dollars, making differentiated, emotionally resonant content increasingly important.

5. What can platforms learn from tracking viewer emotion across their content library?

Tracking emotional response across a content library can reveal broader patterns about what themes or genres resonate most with a platform's specific audience.