The secret to success in the OTT marketplace is personalization, and here data holds the key, not only to understand how services are performing but also to improve the overall experience for the consumer. Furthermore, insights mined from data also guides ad-serving, allowing advertisers to match and send best-fit ads to the right person at the right time, for higher ROI.

Technology advances in machine learning, and artificial intelligence will further raise the bar of personalization, giving granular understanding of audiences in a highly competitive marketplace.

The future of content consumption is clearly OTT. Traditional cable is all but passe.

OTT has reinvented the way content is both consumed and delivered, It is a game changer to content creators across the board—not just the big players but even small, niche creators aiming at a particular niche. It enables personalization like never before, allowing advertisers to match ads to user in a way that keeps both users and advertisers happy. Machine learning and artificial intelligence promise to further refine these capabilities.

And AWS offers the tools, infrastructure spread and innovation muscle they need to roll out sophisticated products and services, quickly, scalable, and cost-effectively.