Bleuenn Le Goffic, VP business transformation at Accedo, explores the opportunities available to video services through emulating social media models
By Contributor
Published: February 12, 2025 Updated: February 13, 2025
Bleuenn Le Goffic, VP business transformation at Accedo, explores the opportunities available to video services through emulating social media models
target=_blank title=Share on LinkedIn class=share-linkedin>
Social media used to be a place to keep in touch with old and new friends, but its role has evolved organically over time. Many users are increasingly leveraging these platforms to access everything from news, politics, dating and business, to daily communications and public announcements. And, as more of the world's population become digitally active, social media's reach is continuing to grow. According to analyst firm Statista, there were 5.52 billion internet users worldwide in October 2024, which equated to approximately 67.5 per cent of the global population. Of those users, 5.22 billion were also actively using social media, amounting to around 63.8 per cent of the world's population. Given this exceptionally high number of users worldwide, social media clearly has a winning strategy. So, with that in mind, what can OTT learn from this rapidly evolving sector?
Bleuenn Le Goffic, VP Business Transformation, Accedo Social media's attraction Social media platforms provide a user-centric service that is personalised, immediate, and engaging. Users get instant gratification through bite-sized, entertaining content, and the high level of interaction makes them feel highly invested in the platform. Unlike most other forms of media, where content has traditionally been consumed in a more leaned-back fashion, social media allows users to actively shape and influence narratives. The ability to comment, like, and share content in real time makes them feel part of the conversation.
Providers of OTT services are also well positioned to foster this kind of community buzz', applying data-driven strategies and harnessing AI-powered behavioural insights to identify shared interests, fandoms, and content consumption patterns among viewers. These insights can be used to develop and personalise community-centric features, such as real-time chat during live events, discussion boards for popular shows, or user-generated content hubs where fans can share their thoughts, reviews, and creative works. AI-driven sentiment analysis and predictive modelling can further enrich these efforts, enabling streaming companies to anticipate trending topics or emerging communities, and proactively introduce features or content that resonates with specific audience segments.
Serving the Gen Z audience Rightly or wrongly, social media is seen as a trusted source by many, particularly Gen Z. According to Deloitte's Digital Media Trends 2024 report, over half of Gen Z and millennials prefer to get long form content recommendations from social media rather than SVoD services. Video providers can leverage this behaviour by showing snippets of content on social media platforms like TikTok, Twitter and Instagram. By harnessing the power of generative AI to pre-create editorial prompts for their content teams, they can streamline the creative process and enhance efficiency while ensuring that the right snippets of content are developed and served to the right subset of the audience.
This involves implementing a robust system that integrates media asset management (MAM) with generative AI capabilities. The technology uses advanced machine learning to create rich embeddings of video assets, enabling content teams to search for and retrieve clips using natural language text descriptions rather than manual processes. By training the AI on brand-specific models, it can suggest prompts tailored to align with the video service's unique voice and audience preferences. The benefits are significant: content creation workflows are dramatically expedited, reducing hours-long tasks to mere minutes. This allows editors to focus on high-level creative strategies and delivering personalised, engaging content at scale. Moreover, the ability to mine and repurpose overlooked content provides new opportunities for user engagement while maintaining brand consistency.
Dynamic content feeds Social media platforms are inherently built on personalisation. Users see dynamic content feeds which change depending on preferences and behaviour, and it is often this that keeps them coming back for more because there's always something new to look at. Spotify, while not strictly social media, has demonstrated the power of curated personalised content feeds with features like Discover Weekly which is a personalised playlist specific to individual users, and Blend, which allows users to create a playlist that combines their music tastes with others.
Video providers could adopt a similar approach, using user and catalogue data, and leveraging analytics tools and generative AI. This enables them to anticipate user preferences and deliver a daily or weekly reel showing personalised highlights from viewer's favourite shows, or a curated playlist of episodes or clips based on trending topics. This can be achieved by employing technologies such as collaborative filtering, natural language processing, and reinforcement learning. By creating a rapid editorial flow which ensures building frequent touchpoints with the audience, users always have something new to check in and engage with, whether that be entirely new content or contextual add-ons relating to their favourite shows. Providing these micro-engagement touchpoints can help services keep users coming back between episodes or seasons.
Gamification and shopping Personalisation can also extend to gamified elements, such as recommending
Europe Stories
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
09/10/2026
September 10 2026, 06:00 (PDT) Dolby Expands Dolby OptiView Platform with New Capabilities at IBC 2026
New Sports Intelligence helps providers better unders...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
30/09/2026
Add an envelope generator to any plug-in
Sync Audio's latest creation is a handy utility plug-in that can be used to combine and modulate other effects ...
30/09/2026
All-analogue tape-style drive joins Series A
Strymon's reputation was built on their digital knowhow, so many were surprised (and intrigued) when they a...
30/09/2026
Two new expansion packs released
Sonuscore have just introduced two new expansion packs for The Pulse, its production engine instrument for modern cinematic...
30/09/2026
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({...
30/09/2026
New Solution Expands Harmonic's Network Intelligence Portfolio and Brings Comcast-Developed Fiber Monitoring Technology to Broadband Operators, Providing Re...
30/09/2026
How to Shop Well Now starts Monday at 9.35pm
on RT One and RT Player
On the...
29/09/2026
Two new plug-ins launch alongside updated bundles
Zynaptiq have just announced the launch of two new plug-ins, alongside new and improved versions of two of...
29/09/2026
All-in-one bus processor revealed
Wes Audio's ng product range has come a long way since it was first introduced, and now includes a tasty selection of ...
29/09/2026
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({ content_source:......
29/09/2026
NOT FOR RELEASE, PUBLICATION OR DISTRIBUTION IN OR INTO OR TO ANY PERSON LOCATED OR RESIDENT IN, OR AT ANY ADDRESS IN, THE UNITED STATES OF AMERICA, ITS TERRITO...
29/09/2026
We tend to think we live in a digital world, with hopes and fears around artificial intelligence (AI), quantum computing, data centres and the next big technolo...
29/09/2026
Today, in partnership with the American Academy of Pediatrics (AAP), Apple relea...
29/09/2026
Final Cut Camera, the professional filming app for iPhone, receives a major upda...
29/09/2026
RT lyric fm is proud to announce the annual Choirs for Christmas competition callout. Warm up those vocal chords and join us on RT lyric fm for a celebration ...
28/09/2026
EQ plug-in can now be played via MIDI
Scaler Music have recently released a new and improved version of their patented musical EQ plug-in, kitting it out wi...
28/09/2026
New synth developed in collaboration with philterSoup
Boutique effects pedal and Eurorack manufacturer Animal Factory Amps have announced that the new compa...
28/09/2026
Rohde & Schwarz adds an integrated multi-channel pulse analysis option to its FS...
28/09/2026
Monday 28 September 2026
Sky launches Full Fibre 1.6 Gbps for millions of homes
Sky has launched a new Full Fibre 1.6 Gbps product, rolling out from today, gi...
28/09/2026
Arvato Systems Highlights It's Role for Automotive Manufacturers and Suppliers
TISAX
Arvato Systems has successfully completed the TISAX Level 3 assess...
28/09/2026
Crimecall, presented by Carla O'Brien, returns tonight for a brand new series at 9.35pm on RT One and RT Player.
In tonight's episode, alongside appe...
28/09/2026
CELEBRATING 40 YEARS AT THE HEART OF NEW IRISH WRITING
LIVE FROM POETRY IRELAND, DUBLIN AND ON RT RADIO 1 FROM 7PM
DETAILS: www.rte.ie/writing | FOLLOW: #r...
27/09/2026
New compact pedal packs in 120 effects
The latest multi-effects pedal from Boss is a compact unit that promises to give any pedalboard a massive boost in s...
26/09/2026
Launched alongside three new expansion packs
In celebration of their 30th anniversary, Native Instruments have released a major update for their Maschine 3 ...
25/09/2026
Algorithm update & new DVA vibrato-detection engine
A new flagship version of Antares' iconic pitch-correction software has arrived, and along with a co...
25/09/2026
New flagship unit to arrive in early 2027
Two notes Audio Engineering have revealed that a new and improved version of their hugely popular reactive load bo...
25/09/2026
AI-free mixing tool gets an upgrade
Launched in October 2025, Tim Exiles Finalist is an algorithmic mixing tool that's been designed for those who don&#...
25/09/2026
Rohde & Schwarz Mobile Test Summit 2026 puts the spotlight on 6G - registrations...
25/09/2026
In our latest blog, Tim Pearson reflects on IBC 2026 and considers the main learnings against an industry that saw AI finally coming out of the labs and into pr...
25/09/2026
Friday 25 September 2026
How to watch an unmissable weekend of women's football on Sky Sports and NOW
Sky Sports and NOW will broadcast seven live games f...
25/09/2026
Friday 25 September 2026
YAGA trailer released, coming exclusively to Sky and N...
25/09/2026
Watch this space: a new strategic direction for UK media. Arqiva has submitted its response to the Governments Green Paper on the future of television distribut...
25/09/2026
Want to be part of this year's Late Late Toy Show?
Final call for applications in search for this year's stars
The most wonderful night of the year is...
24/09/2026
The next generation of multitrack recording for live sound
The latest version of Waves' dedicated live multitrack recording software delivers an array ...
24/09/2026
An idea machine for musicians
Described as an idea machine for musicians , the latest addition to Polyend's growing collection of guitar pedals combin...
24/09/2026
Alignment tool gains multitrack layout
Synchro Arts have just launched the latest version of their renowned time-alignment plug-in, and it's said to be ...
24/09/2026
Synth gains DAW Control & Ctrl-e integration
Expressive E have just released a major firmware update that brings some interesting new features to the Osmose...
24/09/2026
Rohde & Schwarz expands its system amplifier portfolio with the R&S SAM200 for a...
24/09/2026
September 24, 2026
The Hitachi Startup Challenge FY26 invites innovative startu...
24/09/2026
Download Now!
To receive a short case study showcasing NHK Technologies, Inc. (NT) s audio setup, please enter the following details:
--
First Name* Fir...
24/09/2026
LUXEMBOURG, September 24, 2026 - SES, a space solutions company, has commenced construction of a new satellite manufacturing facility in Kockelscheuer, Luxembou...
24/09/2026
Thursday 24 September 2026
Sky Mobile named Best MVNO at the Mobile Industry Aw...
24/09/2026
London, 24th September 2026: UKTV has commissioned an eighth series of Canal Boat Diaries (8x60') for U (u.co.uk) and U&YESTERDAY, with waterways explorer R...
24/09/2026
Reinaldo Marcus Green, director of six-time Academy Award-nominated King Richard...
24/09/2026
From the buzz of your phone when a message arrives to surgeons being able to feel' the patients they are examining from hundreds of kilometres away, these ...
24/09/2026
As Q4 approaches, retailers enter the most critical sales window of the year the golden quarter.
Stretching from October through December, this period encomp...
24/09/2026
Key Takeaways
Harmonic's cOS virtualized platform enables Lightcurve to de...
Bleuenn Le Goffic, VP business transformation at Accedo, explores the opportunities available to video services through emulating social media models
