iWorld
Evergent and Irdeto announce partnership
Mumbai: Evergent, the customer management and monetisation leader for streaming and digital subscription businesses, and Irdeto, the world leader in digital platform cybersecurity, today announced a new partnership to combine Evergent’s flexible subscription and customer management solutions with Irdeto’s video streaming security and management tools. The new partnership will enable OTT streaming providers to quickly bring innovative, custom use cases to market, taking advantage of the rapidly growing market for subscription-based services.
According to research from Statista, the global market for OTT video is expected to grow over the next five years at a CAGR of 10 per cent. OTT streaming video providers must compete for their position in this growing market by offering unique, customer-friendly packages and experiences. The new partnership between Evergent and Irdeto will provide these companies with solutions for tailored customer offerings, allowing streaming providers to quickly bundle different offers and services and bring them to market.
“Speed and flexibility are key to surviving and thriving in our current economic climate,” said Evergent CEO & founder Vijay Sajja. “With our partnership with Irdeto, we’ve found a company with common goals and values. The combination of our unique product offerings will make it possible for our OTT customers to design the services and bundles that will help them to acquire and maintain loyal subscribers. The subscription services market can count on Evergent and Irdeto for speed, flexibility and reliability.”
The new partnership will bring together the most configurable and easy to deploy solutions for subscription service providers from Evergent and Irdeto. Evergent’s suite of flexible monetization and customer experience solutions make it possible for OTT streaming video and other service providers to quickly plan, evaluate and implement new business strategies.
In the era of video streaming, Irdeto is taking a leading role as the trusted partner to customers by offering an enriched suite of end-to-end OTT solutions that help maximise the value of their platform and their content rights. Pay-TV operators embarking on a super-aggregation strategy (broadcast combined with OTT) can leverage Irdeto’s cybersecurity solutions to offer the fastest and most flexible and secure way to deploy a hybrid (or pure OTT) service on an Android TV or RDK set-top box.
“The synergy between Irdeto’s secure video streaming solutions and Evergent’s customer management tools will make a substantial difference for streaming video providers and other subscription-based videos,” said Irdeto CEO Doug Lowther. “No other solution offers the same breadth of functionality and ease of use. We look forward to developing this partnership and providing additional value to our customers in the months to come.”
iWorld
WPP Opendoor and Snapchat launch AI Lens for Prime Video India
Generative AI Lens personalises content discovery with real-time user integration.
MUMBAI: In the age of main characters, Prime Video is handing users the script and the spotlight. WPP Opendoor, WPP’s dedicated Amazon unit, has teamed up with Snapchat to roll out an India-first generative AI-powered Lens for Prime Video’s latest campaign, ‘Stories for Your Every Era… it’s on Amazon Prime’. The activation taps into the rising “era-core” trend, where identities shift with moods, moments and mindsets and content is expected to keep up.
The Lens does exactly that. Using generative AI, it places users directly into the worlds of popular Prime Video titles such as Maxton Hall, Beast Games, The Boys and The Traitors, embedding their faces into key visuals in real time. The result is less browsing, more becoming.
The idea is rooted in a behavioural shift: audiences increasingly see themselves as the centre of their own narratives, especially on social platforms. By turning viewers into participants, the campaign blurs the line between content discovery and content experience.
It also introduces a layer of personalisation that goes beyond algorithms. Whether someone identifies with a “trust no-one era” or an “infinite aura era”, the Lens curates recommendations that align with that evolving identity making discovery feel intuitive rather than instructed.
This marks a shift in how streaming platforms approach engagement. Instead of pushing titles, the focus is on pulling users into the story itself transforming passive scrolling into interactive storytelling.
The collaboration also underscores how platforms like Snapchat are becoming key playgrounds for content marketing, particularly when paired with emerging technologies like generative AI. The format is native, immersive and built for participation three things traditional discovery often struggles to deliver.
In a crowded streaming landscape, where attention is the real currency, Prime Video’s bet is clear, if viewers feel like the story is about them, they are far more likely to press play.
