iWorld
Vidnet 2019 to lead OTT industry discussions on monetisation
MUMBAI: Video streaming services are in the race to grab the attention of India's surging internet audience. Streaming platforms have left no stones unturned with their investments. However, the question mark on monetising content still remains.
While advertising has been the primary monetisation mode till now, subscription will have to catch up soon.
A recent report by MPA also predicted that subscription will form a major chunk of revenue for OTT platforms in the coming years.
At the stage of Vidnet 2019 , experts from the industry will discuss the pressing issue of fine tuning models of monetisation – a session that assesses the challenges video-on-demand services face in pocketing a share of the consumer's wallet, a deep dive into new monetising models, sachet pricing and the potential of branded solutions.
There is no single solution for monetisation in a dynamic market like India. It depends on factors such as content genre, target audience, scale and competition. However, OTT players are attempting many ways such as sachet pricing, content bundling, regional packs, offline payments and collaboration. A session at the Vidnet Summit on 3 October will capture all questions related to the issue.
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.
