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 ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
02/05/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
15/04/2026
Two Cities Television and Keeper Pictures to produce six-part series in association with Screen Ireland for RT and ITV Studios
RT has commissioned Two Citie...
15/04/2026
RT 100
RT unveils The Signal' a specially commissioned 60-second film
...
14/04/2026
ToolsOnAir and Omnistream Bring Mobile SRT Contribution into Professional 24/7 P...
14/04/2026
Captures a trio of renowned polysynths
The latest software to join AIR Music Tech's extensive catalogue captures the sound of three sought-after polysyn...
14/04/2026
Free offering includes 10 powerful plug-ins
United Plugins have announced the launch of a new bundle that brings together 10 of their pro-audio plug-ins, an...
14/04/2026
Julian Coryell joins virtual session player line-up
Announced at NAMM 2026, Celemony's Tonalic kits DAW users out with real performances by world-class ...
14/04/2026
X-Rite Pantone Color Academy Grand Opening in Shanghai
On March 27, 2026, X-Rite Pantone, the global authority in color standards and color science, held the...
14/04/2026
14 Apr 2026
VEON and JazzWorld Receive Competition Commission of Pakistan Appro...
14/04/2026
Tuesday 14 April 2026
Nicola Coughlan and Aimee Lou Wood to host next two episo...
14/04/2026
Lead writer and executive producer Jack Lothian joins alongside lead director Je...
14/04/2026
Wuppertal April 14, 2026
Thomas Riedel Acquires Premium Manufacturer ARRIStrategic Alignment With the Riedel Group for Innovation and Growth
Thomas Riedel, f...
14/04/2026
New Service Simplifies Integration of AI Applications with Exceptional Reliabili...
14/04/2026
Luxembourg, April 14, 2026 - SES, a leading space solutions company, today annou...
13/04/2026
ToolsOnAir Composition Builder 2026 Boilerplate
More Details: The Composition Builder 2026 application for macOS enables TV stations and Live Event broadcast...
13/04/2026
ToolsOnAr just:live pro 2026 Boilerplate
More Details: just:live pro 2026 is a Multi-Channel Live Production Playout solution for video and static or real-ti...
13/04/2026
ToolsOnAr just:play pro 2026 Boilerplate
More Details: just:play pro 2026 is a Multi-Channel automated 24/7 Master Control playout solution with SD, HD and U...
13/04/2026
ToolsOnAr live:cut 2026 Boilerplate
More Details: live:cut is an option to just:in mac pro 2025 and enables multicamera production workflows for up to 16 cam...
13/04/2026
ToolsOnAir Just In Mac Lite NDI 2026 Boilerplate
More Details: The Just In Mac Lite NDI application is a streamlined media capture solution designed specific...
13/04/2026
ToolsOnAir Just In Mac Lite 2026 Boilerplate
More Details: The Just In Mac Lite application is a streamlined media capture solution designed specifically for...
13/04/2026
ToolsOnAir just:in mac pro 2026 Boilerplate
More Details: just:in mac pro is a macOS-based client-server multichannel capture solution to record SDI, HDMI, N...
13/04/2026
Intuitive EQ plug-in gets an upgrade
Following its official launch back in February 2026, Musik Hack's intuitive EQ plug-in has been treated to its firs...
13/04/2026
Flagship soft synth collection expanded
The latest version of UVI's flagship vintage-inspired soft synth collection has just arrived, expanding the suit...
13/04/2026
Free version of innovative string library arrives
Released in October 2025, Lux Orchestral Strings was said to be Sonuscore's most ambitious library to ...
13/04/2026
The Girls' Research Camp is part of the Technology - Future in Bavaria edu...
13/04/2026
Rohde & Schwarz transforms submarine communications for real time underwater dom...
13/04/2026
Rohde & Schwarz enables Pulsar signal simulation to support next-generation navi...
13/04/2026
The search for Ireland's newest country music star is live on Friday 17 Apri...
13/04/2026
Monday 13 April 2026
Global environmental action NGO WRAP brings recycling to l...
13/04/2026
J nger Audio has joined the EBU ADM Implementers Group (ADM-IG) as a founding me...
13/04/2026
FOX Latin America Announces The Launch Of The FOX Channel In Central America And...
13/04/2026
No amps, no safety net The biggest challenge was the music itself. Everything in the film is acoustic and unamplified. The theme itself is kind of hard to expl...
13/04/2026
RT Radio 1 has today launched a significant step in its ongoing strategic evolution. Following the launch of its brand-new schedule late last year, RT Radio 1...
13/04/2026
The Late Late Show Opening Act, the search for Ireland's newest country musi...
13/04/2026
RT has today announced the appointment of Annemarie Britz to the position of Chief Financial Officer, RT following a public competition.
Annemarie Britz is c...
12/04/2026
Headphone system designed for immersive monitoring
With the demand for immersive audio showing no signs of slowing down, lots of companies are turning their...
11/04/2026
Engineer collective welcome Freddy Knop
Infrasonic, an award-winning collective of audio engineers operating out of Nashville and Los Angeles with credits r...
10/04/2026
After launching the Spotify Podcast Awards in Mexico last year, we brought the fan-voted celebration to Paris this week for its first edition in France. Hosted ...
10/04/2026
Powered and unpowered live PA ranges upgraded
Yamaha have just refreshed four of their hugely popular PA speaker ranges, delivering significant improvements...
10/04/2026
Underlying plug-in & VI technology now available to others
UJAM's latest announcement sees the company open up' Gorilla Engine, the development pla...
10/04/2026
Luxembourg, April 10, 2026 - SES, a leading space solutions company, announces that it has entrusted BNP Paribas with the implementation of a liquidity agreemen...
10/04/2026
What can I watch on UKTV and stream on U this week?
This week on UKTV and the free streaming service U, viewers can watch a range of new and returning programm...
10/04/2026
Five-part Sky Original drama airs nightly on Sky Mix and Sky Atlantic from 20 Ap...
09/04/2026
Staines-upon-Thames, UK, 09, April, 2026 - Yospace, the trusted leader in Dynam...
Bleuenn Le Goffic, VP business transformation at Accedo, explores the opportunities available to video services through emulating social media models
