Leading aggregator platform OTTplay Premium has reported a 3 times rise in user engagement with its AI-powered recommendations that has revolutionised content discovery experience.

Eyeing a pie of the world’s fastest growing yet cluttered OTT market, OTTplay Premium is building a smarter way to watch — by harnessing the power of AI, machine learning and large language models to make content discovery fast than ever before.

Avinash Mudaliar, CEO and Co-Founder, OTTplay Premium, said the platform has seen a 1.4 times increase in average watch time per user, a 10 per cent improvement in the playing-to-MAU (monthly active users) ratio and a 3 times surge in LIV TV consumption over the past year.

Driven by better recommendations and more intuitive discovery, total time spent on the platform has increased in stark contrast to the time when a user had to spend around 25 minutes scrolling for the next content to watch, he said.

The platform leverages AI to decode what viewers want to watch, not just what they have watched before. The process begins with a deep dive into individual preferences — favourite genres, preferred languages, watch times, even the tendency to finish a show in one sitting or in staggered episodes and preferred time of the week.

Mudaliar said that OTTplay Premium’s AI system also crawls data from multiple OTTs, forums, social signals and rating boards to come up with content suggestions that are riding the popularity wave.

Unlike most platforms, OTTplay Premium pulls out content from a wide spectrum of OTTs —ZEE5, SonyLIV, Lionsgate Play, ShemarooMe, SunNXT and more.

“This diversity fuels better recommendations, smarter discovery and greater viewer satisfaction. The idea is to seamlessly discover content across platforms that is tailored to unique taste of viewers without the hassle of firing up multiple apps or splurging on individual subscriptions,” said Mudaliar.

In the crowded OTT landscape, the battle is no longer about who has the best content. It is about who helps users find the right content faster, he added.

Published on June 30, 2025