OTTplay Premium, an India-based content aggregation platform, said it has seen a threefold increase in total user time spent on its platform over the past year, citing improvements in its AI-powered recommendation engine.
The company said its proprietary artificial intelligence system uses machine learning and large language models (LLMs) to recommend content across platforms. OTTplay Premium aggregates content from various services including ZEE5,”Jio hotstar,SonyLIV, Lionsgate Play, ShemarooMe, and SunNXT.
According to OTTplay Premium CEO and co-founder Avinash Mudaliar, the platform recorded a 1.4 times increase in average watch time per user and a 10% rise in the playing-to-monthly active users (MAU) ratio. The company also noted a threefold increase in consumption of its LIV TV offering over the same period.
The platform’s AI engine analyses user behavior across several variables, including genre preferences, languages, watch patterns, and streaming times. In addition to internal usage data, the recommendation engine integrates external indicators such as regional and national content trends, critical reviews, and platform-level viewership rankings.
“The system combines historical user behavior with external signals to offer suggestions,” Mudaliar said. “Users also engage with content that is trending locally or on social media, not just based on prior viewing history.”
OTTplay Premium’s recommendation engine pulls data from OTT platforms, forums, social media, and rating sites to identify content with rising viewer interest. The company said this approach balances personalisation with general popularity.
Unlike standalone streaming platforms that recommend content only within their own ecosystems, OTTplay Premium’s model allows cross-platform recommendations by aggregating titles from various services. The company says this enables users to discover content without switching between apps or subscribing to individual platforms.
OTTplay Premium is positioning this AI-driven aggregation model as a solution to the content discovery challenge in India’s growing OTT market, which was valued at approximately $2.1 billion in 2023, according to industry estimates.