Massive, the specialist UX vendor for the OTT industry, today announced it has partnered with ThinkAnalytics, the global leader and most widely deployed provider of content discovery and viewer lifecycle management software, on the launch of a new AI-powered UX solution for pay-TV operators and OTT providers.
The solution pairs ThinkAnalytics’ leading AI and machine learning capabilities with Massive’s AXIS user experience and content management platform to deliver an entirely new dynamic personalised experience for the viewer. By using machine learning to analyse audience behaviour in this way, it becomes much easier for marketing and editorial teams to deliver personalised content, promotions and offers that will ensure each viewer is always presented with something tailored to watch.
ThinkAnalytics’ machine learning technology applies deep learning techniques to understand user behaviour and preferences to facilitate the creation of a new, dynamic and personalised user experience. It takes individual personalisation to a new level, adapting and learning based on how different viewers interact with the service over time.
How This Works in Practice
Firstly, data-driven insights are used to more accurately identify what each viewer’s preferences are. Secondly, the solution reacts to user engagement on the fly, giving editorial teams the insights needed to adjust content promotions and the UX based on what’s resonating with different user demographics, in addition to the ThinkAnalytics technology automatically identifying new, personalised carousels for individual viewers. This makes it much faster and easier to push editorial and personalised content recommendations to each viewer for optimal engagement – keeping them subscribed and growing ARPU.
The benefits of the solution are made possible through the 800 man-years of machine learning expertise and ThinkAnalytics’ 250 million subscribers, supporting the active users currently served by Massive’s AXIS platform around the world.
“Segmentation and targeting are now critical to OTT success,” said Max Ramsay, CTO at Massive. “Telecine recently increased its OTT traffic 75% using the personalisation capabilities already offered with AXIS. Partnering with ThinkAnalytics will help us drive that number higher for operators and OTT providers due to the deeper understanding of the audience possible through machine learning.”
Peter Docherty, CTO at ThinkAnalytics, added: “Advanced AI and data analytics are at the core of our technology. Integrating with AXIS offers a route for joint customers to turn our data and insights into immediate results that will have a positive impact on the user experience and revenues – and deliver the full benefits of viewer lifecycle management.”
Massive will be demonstrating its AXIS user experience management platform, at IBC in hall 14, stand F06. ThinkAnalytics will demonstrate its technologies at IBC in hall 1, stand A74.