Disney+ Hotstar Introduces AI-Powered Video Optimisation Technology to Enhance User Experience

Disney+ Hotstar, the popular over-the-top (OTT) platform, has announced the introduction of a new artificial intelligence (AI) tool designed to improve the user experience. The AI-powered video optimisation technology is an advanced encoding feature that optimises data consumption based on user habits and scene complexity, allowing users to spend less data while maintaining the same quality of visuals.

The new feature, which was announced in a press release, will also make it more data-efficient to download videos from the platform for offline viewing. According to Disney+ Hotstar, users can expect a reduction of 25 percent when downloading videos for offline viewing without losing quality. This is aimed at making the content on the platform more accessible to users with limited data.

The AI feature uses machine learning algorithms to understand user consumption patterns and the context and complexity of each scene. While the exact process is not fully disclosed, it is likely that computer vision is used to brighten darker scenes without increasing data usage.

Mukund Acharya, the Head of Technology at Disney+ Hotstar, explained that the new AI-powered encoding technique can improve the watch time per GB by 12.5 percent, allowing users to watch more content on the same data budget.

The company has also revealed that the feature was developed using various AI-based models, although it did not specify whether these were native models or third-party models. The technology is currently pending patent.

This development is expected to enhance the overall user experience on the Disney+ Hotstar platform, making it more accessible and enjoyable for users worldwide.