ARTIFICIAL INTELLIGENCE AND OTT PLATFORMS -ADVANTAGES AND RISKS

Tatjana Ćitić

doi:10.59864/Oditor82601TC

Authors

Tatjana Ćitić University “Union – Nikola Tesla”, Faculty of Sport, Narodnih heroja 30/I, Belgrade, Serbia Author https://orcid.org/0000-0002-8552-983X

DOI:

https://doi.org/10.59864/Oditor82601TC

Keywords:

OTT platforms, artificial intelligence (AI), Netflix, algorithms, content personalization

Abstract

Digital OTT (Over-The-Top) platforms, which provide users with catalogs of video and audio content, as well as streaming of linear channels, have entered a new phase of market competition through the application of artificial intelligence tools. However, due to the excessive automation of the distribution process, viewers are often deprived of content that they might otherwise choose to watch, as algorithmic models do not always enable such exposure. This paper analyses the positive and negative aspects of the contemporary technological phase through an examination of the application of AI tools, ethical standards, legal regulation, and user experience. For the purposes of examining contemporary habits and perceptions of users regarding OTT platforms, research was conducted using an online survey questionnaire. The results confirmed the initial assumption that users express concern in terms of the ethical application of AI technologies, and that the omnipresent personalization of content is not always desirable. On the other hand, an analysis of the business practices of Netflix, the most popular global video-streaming platform, confirms that the management of OTT platforms views artificial intelligence as a key tool for retaining existing subscribers and attracting new ones, with the aim of preserving a global market position, and to increase the revenue.

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