iWorld
U-TO Solutions announces strategic partnership with Barcelona’s NPaw
Mumbai: India-based media technology company U-TO Solutions and the Barcelona-based company, which works in the areas of video business intelligence and predictive analytics for streaming services, NPaw, have signed a strategic partnership agreement to offer NPaw solutions to the Indian market.
U-TO is now a partner for NPaw offerings in India, and it will lead initiatives to generate market awareness and localise services to custom fit regional market dynamics.
In today’s hyper-competitive video streaming space, industry players need to gather as many end-user insights as possible to optimise their content strategy and boost their user experience. The NPaw suite of apps unifies all consumption and perceived quality of experience data into a single analytics platform from which all departments — from marketing to technical teams — can collaborate and make data-based business decisions.
With market experience and an understanding of the media industry, U-TO delivers quality and efficiency with its product portfolio, which includes RightsU (a content rights management system) and BroadView Software (a broadcast management system).
“This strategic partnership brings a whole new dimension to our product offerings in the region. The NPaw suite helps us bridge the gap between video, application, and user insights. It is a phenomenal addition to our analytics capability, solving the problem of crunching huge data sets to draw consumption insights across the board,” said U-TO Solutions founder and chief information officer Sumit Suri.
NPaw chief sales officer Ruben Senor-Megias added, “Reliable, holistic, and actionable analytics insights are our core offering to the streaming industry at large. We are thrilled to be partnering with the team at U-TO, who bring great media expertise and a strong local presence in the Indian region. Together, we look forward to helping local platform providers turn raw end-user data into meaningful insights with which to boost their business and viewing experience.”
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.
