OTT is crowded with viewers who love watching and exploring new content daily. But these same people hesitate to devote their time to something new every time. They love the comfort zone of one genre and might avoid spending hours searching for new content.
That’s where personalization tags come into play. Audiences expect a tailored experience that feels “prepared just for you.” Personalization is no longer limited to essential recommendation or genre-based filtering.
Multiple OTT platforms, such as Disney+ and Netflix, offer user-based content suggestions using personalization tags. This step has slashed their opportunity doors fivefold, thus proving its importance.
Let’s explore how personalization tags are turning the tables for OTT platform users in their favor!
Personalization Tags
These dynamic identifiers or markers allow OTT platforms to customize multiple aspects of the user experience. They are flexible tools that can be applied to user interfaces, widgets, content, and menus on a granular level.
These tags are advanced markers integrated into OTT platforms to deliver a high-quality user experience.
At a fundamental level, personalization tags function by creating conditional logic around how elements behave in an OTT platform. These tags are applied based on the following:
- User data: Personalization tags leverage information about the user, such as their subscription tier, content preference, and history.
- Behavior pattern: Tags can also be triggered by specific user behaviors, such as repeated views in a genre, abandoned videos, or time spent browsing the following content.
- Contextual factors: It considers user location, time of access, and device type.
Why personalization is not a choice?
- User experience: It provides an impeccable and personal user experience by suggesting content they like. Premium users also have access to ad-free options for uninterrupted views.
- Engagement: By showcasing user-relevant content recommendations, the platform significantly increases viewing time and reduces churn rate. For example- highlighting new episode releases of your favorite web series.
- Smooth monetization opportunities: Personalization tags highlight subscription upgrades and exclusive content. Free users will find the banner to upgrade for premium content access.
- Localization: Personalization tags allow region-specific content to comply with licensing agreements. For example, a movie in America is hidden from users in Asia.
In the world of OTT, personalization is another word for relevance. Without features like personalization tags, platforms risk alienating their audience with generic experience.
Personalization tags help the OTT platform look after every user’s unique needs while automating the backend processes for personalization possibilities. This not only improves the satisfaction bar but also reduces operational complexity.
Old OTT vs Personalized OTT: A paradigm shift
Old OTT offers a static interface with a “one-size-fits-all” approach. In contrast, personalized OTT platforms have disrupted this model and transformed how users interact with content and entertainment. A deeper view of Old OTT vs Personalized OTT:
| Factors | Old OTT Platforms | Personalized OTT Platforms |
| Static content delivery | Old OTT platforms treated their users equally. They offered the same menu, layout, content categories, and recommendations. This lack of differentiation caused irrelevant content discovery, frustrating users who couldn’t find what they wanted to watch. | Personalized OTT platforms use menus and widgets based on user profiles. For example, premium users see an ad-free and sleek layout. |
| User-centric menus | Menus and navigation are elementary across all platforms, making it impossible for OTT to cater to different user groups, such as free users, first-time visitors, and premium subscribers. | Personalized OTT creates a dynamic menu for individual users. It displays relevant categories, shortcuts, and options based on user behavior and preferences. This first-user approach makes the navigation seamless and intuitive. |
| Manual Content Segmentation | There isn’t any dynamic filtering of the content based on user preferences, location, and behavior. | With personalization tags, platforms have created more dynamic shows. They can even hide content based on a user’s geographical location. For example, the FRIENDS web series is off-air on Netflix in many regions but is still available in India. |
| Engagement opportunities | Without personalization, the OTT platform and the user will rely only on generic promotional banners or top-trending sections. This will often fail to capture individual user interests. | Personalized options offer relevant and dynamic user experiences. It keeps the user engaged for an extended time by customized suggestions. The ability to target individuals demands increased watch time and reduced churn. |
| Real-time content adaptation | Content availability and recommendation remained static, with fewer updates based on user activity. | A personalized platform leverages personalized tags to adapt content in real-time. This offers a constantly evolving experience that is intuitive and responsive to users. |
Where does Enveu fit in?
Enveu is at the forefront of transforming your old OTT experience to modern OTT by integrating highly dynamic personalization tags. At its core, Enveu offers a sophisticated, industry-required, and flexible solution to create customized, data-driven user journeys. Let’s dive into what Enveu can provide to this modern OTT generation:
Personalized menu and content
Enveu personalization tags will help OTT personalize menus and content rails based on the user’s profile, behavior, and subscription status. This ensures that users are not overwhelmed with irrelevant content and increases platform engagement by presenting curated content that matches their interests and needs.
Differentiating between paid and free users
Enveu’s solution involves differentiating between free and paid users. This ensures the platform presents content and UI elements according to each user’s subscription level. Free users might receive a basic layout with ads, while paid users will receive a more premium interface with ad-free content.
Geo-targeted content delivery
Enveu takes geo-targeted content delivery one step further. This feature is crucial for every OTT platform that wants to operate globally and ensures users are presented with regionally relevant content.
To Conclude
Personalization tags empower OTT platforms to optimize the user experience by creating a customized, intuitive, and dynamic interface that meets every user’s needs. Enveu simplifies this process for companies prioritizing content over basic menus, local availability over geo-targeted content, and higher retention rates over low.
Explore Enveu’s personalization tag feature in your OTT, making it a diversified experience.
