The global consumption of OTT is growing at an unexpected rate. The overall market of OTT is set to scale at $343.80 billion in 2025. The usage of OTT was only possible because of smooth internet access and on-demand content generation. These two have contributed in making OTT one of the most used platforms for video content consumption.
Videos, though, have taken hold of every business’s marketing segment. Yet, there are challenges in connecting videos with diverse cultural and linguistic audiences.
Surveying and scanning this need, Enveu has introduced a revolutionary built-in metadata translation feature. Enveu eliminates the need for third-party tools for metadata conversion with this introduction. Let’s explore why this feature is needed and how Enveu is a wise consideration for your business.
The Critical Role of Metadata in OTT Platforms
Metadata is technically referred to as descriptive information that gives complete data about the context and structure of the content required to run on OTT platforms. It is formed with the following components:
- Titles- These are the first points of interaction that users read. It should be compelling and relevant enough to attract their attention and give a one line gist about the entire content.
- Description—It summarizes the content and gives a clear idea on the topic. This is the descriptive one with the constant flow of engagement and optimized in multiple languages with the help of localized settings.
- Keywords- It is the backbone of any content because of its discoverability essence. It helps the content to appear in the search results, thus helping both the content and the platform stay on the top of the search engine.
Together, these elements make the content correct and enhance the overall platform’s usability.
Impact on Discoverability
Metadata functions as an engine that drives the content to its desired discovery path. Through the smooth optimization, it ensures that content ranks in both platform-specific search and external search engines like Google.
The next step towards perfection is localization of metadata. It refers to focusing on specific language and cultural nuances based on the region an OTT is functioning. Thus, making it simpler for the diverse audience to engage with the content.
The role of metadata doesn’t end here; it is also the best tool for shaping user experience with the help of personalized metadata. This kind of metadata ensures that audiences find the content that they’re likely to enjoy. This fosters a sense of connection with the platform.
Localized metadata refers to the content in the local language. This deeply connects with the audience and gives them a chance to trust the platform for consuming video. This combination also takes care that the content is accurate, localized and personalized.
This makes the transformation of the OTT platform into a user-centric ecosystem. This drives engagement, increases watch time and improves overall user satisfaction.
Crux—Metadata is not just data; it is the key to delivering a meaningful experience.
Metadata Translation- Traditional Approach
Metadata translation is one of the core components to consider for every OTT platform because the focus is never on one location. The traditional approach has been in run for quite a long time yet it comes with impactful challenges elaborated below:
Lack of Consistency
The toughest and the time-consuming hurdle in traditional metadata conversion is consistency across different languages. Traditional workflows do not have centralized control and the right quality assurance mechanism. It can lead to wrong usage of words, broken tone, and traditional or unaccepted formatting, which reduces the audience’s trust in the platform.
Scalability
OTT platforms sometimes possess complex content libraries. Traditional processes face problems in scaling metadata translation when the content is complex. This method is inefficient in handling large-scale operations. The manual nature of the process and the resource bandwidth dependency on the third-party gets questionable which causes significant delay and inaccuracies.
Furthermore, as the platform steps closer to market growth, the traditional approach struggles to deliver high-quality translations and required linguistic resources.
Involvement of Third Party
Most OTT platforms depend on third-party tools for their metadata translation. Their services have great expertise yet the cost to hire them often pinch the pocket. Moreover, the translation rate accelerates when a chunk of a large-scale content library has to be updated. This process leads to longer turnaround times and delays in content release, thus causing low market efficiency.
Third party dependency also creates integration and right time delivery issues. The transfer between the systems gets complex and has the possibility of data breach.
Manual Process Flow
The traditional translation process focuses completely on manual processes. It uses spreadsheets or text files to be shared between teams or vendors. It is not only time-consuming but can bring human errors, such as incorrect translations or incomplete metadata entries.
Furthermore, the lack of automation here highlights that updates across multiple languages has to be done manually whenever a new region or content is added.
How Enveu’s Built-In Metadata Translation Works?
Seamless Integration
Enveu’s built-in metadata translation feature is easily embedded into its Content Management System. This removes the picture of external plugins or tools and makes the entire workflow very easy. Thus, letting OTT manage and localize metadata directly from a single and in-house dashboard. With this exceptional control, content managers can easily translate metadata in a few clicks.
Key Functions
- Automated translations- It automates the translation of metadata elements by leveraging the use of advanced language models.
- Real-time and bulk translation—Whether you are translating a single piece of metadata or a library, the feature has enough bandwidth to handle tasks in real-time.
- Wide language coverage—Enveu offers a broad spectrum of languages. It caters deeply to diverse markets, including niche languages.
Tech Backing
Powered by AWS infrastructure, the metadata translation is guarded with robust computing resources, enhanced security, and unparalleled reliability. Its machine learning capabilities and natural language processing framework enhance the translation accuracy.
Benefits of Enveu’s Metadata Translation Feature
Cost efficient
By integrating translation capabilities into the platform, Enveu eliminates the need for third-party services. This reduces the overall operational expense and recurring fees associated with external vendors.
Faster time to market
Real-time translation and the ability to process bulk metadata allow businesses to launch in different regions. This reduces turnaround times and allows the platforms to capitalize on new opportunities.
Accuracy
Enveu’s system minimizes human error through an automated process. This ensures uniformity in tone, formatting, and terminology usage, strengthening brand credibility and audience trust.
Improved discoverability
Localized and optimized metadata improve content visibility within platform searches. It boosts SEO ranking on global search engines.
User satisfaction
Localized metadata resonates with the audience regionally. It fosters deeper connections and drives higher engagement.
Why Enveu Outshines Alternatives?
Versus Third-Party Tools
Enveu offers a cost-effective and time-efficient solution without any complex integration or dependencies. The built-in features streamline workflows and reduce delays and expenses.
Versus in-house solutions
An in-house translation system requires significant development time, expertise, and resources. Enveu’s ready-made, scalable solution eliminates the need for such investment and ensures the platform’s focus on core content strategies.
Unique Selling Proposition
Enveu’s all-in-one OTT solution combines efficient localization tools with a user-friendly CMS. Its unmatched metadata capabilities make it an industry leader in OTT localization.
The Future of Localization with Enveu
Evolving Localization Needs
As OTT content consumption increases, the audience demands the hyper-personalized experience. Localization, including metadata, is becoming a topic of discussion, shifting towards cultural nuances and context-aware translation.
Enveu’s Vision
It remains at the forefront of innovation, committed to making localization for OTT platforms easy. By integrating cutting-edge technology, Enveu aims to elevate benchmarks for metadata translation.
Potential upgrades
Further enhancement will cover AI-driven content-aware translation, which offers deeper cultural relevance. More features, like automated tone adjustments or dynamic metadata updates, will be added to streamline the operations.
Conclusion: The Localization Revolution
Enveu’s built-in metadata feature efficiently addresses traditional localization challenges. It focuses on reducing cost, accelerating time to market, and enhancing overall user engagement. Enveu is the partner you’ll need for platforms looking to revolutionize localization strategies. It embraces seamless metadata translation and unlocks the true potential of global content distribution.
