The dawn of streaming platforms has heralded a new era in content consumption, making it more accessible than ever. A study by Ernst & Young reveals that India churns out an astounding 200,000 hours of content annually. This includes 3,000 hours of OTT content and 20,000 songs. While streaming services have become ubiquitous today, it’s important to know their roots and journey over the years.
Streaming, in its infancy:
In the 1990s and 2000s, RealAudio was at the forefront of compressed audio streaming. While it allowed users to listen to music as it was being downloaded, it faced challenges due to its proprietary format and slow internet speed, limiting its reach. Moreover, improvements in internet connectivity and competing streaming
technologies like MP3 and Windows Media Audio caused RealAudio’s dominance to wane. Then came Napster, an online music-sharing service that caused a digital revolution in the late 1990s. Following in the footsteps of Napster, Spotify emerged as a legal and on-demand platform, reshaping how we engage with music, by partnering with major record labels and artists.
As we move towards video streaming, YouTube has transformed users into creators and screens into a creative portal. However, the real upheaval came with Netflix, setting a new standard for on-demand entertainment. This opened the gates for other giants like Amazon Prime Video, Hulu, Disney+Hotstar, and others.
In terms of live streaming, Twitch has revolutionised content creation, offering gamers a platform to share their experiences, interact with audiences, and build a loyal following. Social media giants like Facebook, Instagram, and others have adapted to live streaming, enabling anyone with a smartphone or webcam to reach out to a global audience.
Navigating the current streaming landscape:
As technology continues to advance, streaming platforms are transcending borders to offer global access and personalised experiences. Overall, streaming platforms are making the world’s entertainment a click away, offering diverse content and flexible subscription models to cater to everyone’s preferences.
Future-forward: What’s next in streaming:
Artificial Intelligence (AI) is poised to transform the way one consumes media. AI promises a future where content is curated with extraordinary precision. By integrating advanced algorithms and machine learning, AI can evaluate viewing or listening habits and individual preferences to provide a curated experience that
resonates deeply with each viewer.
One of the most exciting prospects of AI-driven content curation lies in its ability to give viewers the chance to dictate how a story unfolds. Picture a scene where you’re watching a whodunnit thriller and, instead of following a predetermined plot, you can choose the direction of how the story flows. This level of interaction increases engagement and encourages repeat viewings, as participants can experience different outcomes each time.
In fact, AI can also aid dynamic character development, adapting to characters based on your feedback and choices. If as a viewer, you prefer female characters who are strong and independent, AI possesses the ability to alter the character arcs to showcase these qualities. Such inclusions allow creators to establish a more
engaging and relatable narrative.
That’s not all, the future of content curation is set to focus on a lot of multi-participant experiences, where, as viewers, you will be given the chance to shape and share stories together. Introducing collaborative storytelling, AI will enable your group, where you can vote on character decisions or discuss plot twists in real time. This communal aspect of viewing will enhance social interaction and foster a sense of shared ownership over the content.
A new era of streaming is emerging where every choice matters and every experience is unique. As streaming services multiply and competition escalates, as audiences, you will be spoilt for choice and there will be a demand for platform exclusivity. Moreover, with AI taking centre stage in the world of content streaming,
you will no longer be mere spectators; instead, you will become integral to the storytelling process.