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 ...
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 ...
01/04/2026
January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION
Douyin Users Can Now Create And Share Videos With Stun...
12/03/2026
Staines-upon-Thames, UK, 11th March, 2026 - Yospace, the trusted leader in Dyna...
12/03/2026
In Latin America, women are shaping music and defining its future. To kick off t...
12/03/2026
En Am rica Latina, las mujeres est n moldeando la m sica y definiendo su futuro....
12/03/2026
Let's turn back the clock 20 years: The music landscape was a world away fro...
12/03/2026
Bad Bunny is no stranger to Spotify's Billions Club. In fact, he has a whopp...
12/03/2026
Spotify was at the London Book Fair this week, joining conversations across the publishing industry about how people can make reading part of their daily lives....
12/03/2026
Mastering tool improves mono compatibility
Tokyo Dawn Labs' Ohlhorst Digital range is a series of mastering-focused plug-ins developed by Jan Ohlhorst, ...
12/03/2026
Wave FX processor integrated into four products
Lewitt have teamed up with Elgato to create a new processor for the company's Wave Next product range, i...
12/03/2026
Free tool for annotating audio files
Mix Notes is a new, free iOS App that provides users with a simple way to annotate their audio files. It's been cre...
12/03/2026
Side-chain ducking tool gets an upgrade
Devious Machines' popular side-chaining and envelope-shaping tool has just been kitted out with an improved enve...
12/03/2026
Ceremony to take place on 16 April 2026
The MPG (Music Producers Guild) have revealed the full shortlist for this year's MPG Awards, which will be takin...
12/03/2026
Emulates three classic dbx 160 variants
The latest arrival to Overloud's Gem Series plug-in range faithfully recreates not one, but three versions of th...
12/03/2026
New granular soft synth announced
Said to be their most advanced software synthesizer to date, Baby Audio's latest release has been built on a new granu...
12/03/2026
Latest version now live!
Edit 11 March 2026 - Bitwig Studio 6 is now live, and available for all to download!
The latest version of Bitwig's DAW softwa...
12/03/2026
Latest free eBook now available!
Designed for recording engineers, audio-technology students and technically minded musicians, our latest free eBook deliver...
12/03/2026
Rohde & Schwarz Cybersecurity expands SITLine network encryptor portfolio - more...
12/03/2026
Rohde & Schwarz to showcase future-proof EMC testing solutions at EMV 2026 Rohde & Schwarz will participate in EMV 2026, Europe's premier trade fair and c...
12/03/2026
Modern media operations demand a platform that unites automation, orchestration, and human oversight without compromise. In this post, we explore the six key te...
12/03/2026
A deep dive into the platform
Architecture The Blue Lucy platform follows a distributed microservices architecture, meaning the overall operational capability...
12/03/2026
Orchestration platform enables broadcasters to deploy multiple AI models safely with full auditability, rights protection, and regulatory oversight.
LONDON, En...
12/03/2026
Wuppertal March 12, 2026
Riedel Expands Managed Technology Division in the Ame...
12/03/2026
Advanced Media Server Delivers Double the Channel Density at Half the Cost per C...
12/03/2026
The Late Late Show Show St Patrick's Day special
Dancing with the Stars f...
11/03/2026
First Medium-Earth Orbit (MEO) deployment of the emergency.lu platform for refugees and their host communities' use provides dependable broadband for humani...
11/03/2026
Following a successful first series, UKTV today announces the commission of two ...
11/03/2026
Wednesday 11 March 2026
Sky and CANAL launch new partnership to develop English-language drama
Sky and CANAL are today announcing a strategic co commissioni...
11/03/2026
NTCA, Cartesian Release New Report on the Business Case for USF
March 11, 2026
Network Economics
News
NTCA - March 11, 2026 - As the FCC and Congr...
11/03/2026
TELL US YOUR (SHORT) STORIES
The 2026 RT Short Story Competition is now open for entries
Recognising and rewarding the best new Irish fiction writing for...
11/03/2026
RT 's The Traitors Ireland is among the nominees for the 2026 Celtic Media Festival Torc Awards for Excellence, announced today....
10/03/2026
10 Mar 2026
VEON's Largest Market Pakistan Almost Triples Mobile Spectrum i...
09/03/2026
Contains all six dual-ensemble libraries
VSL's Duality Strings series offers an intriguing alternative to your average string library, capturing two str...
09/03/2026
Outstanding Contribution To UK Music
Photo: Samuel Bradley
Ahead of their upcoming MPG Awards, the Music Producers Guild (MPG) have revealed the latest win...
09/03/2026
Two new high-quality DI boxes announced
Boasting some impressive technical specifications and versatile routing options, Strymon's latest active DI boxe...
09/03/2026
Latest MPE-capable Soundbox library released
The follow-up release for Sonora Cinematic's Pure Nylon has arrived, and becomes the latest addition to the...
09/03/2026
Popular wireless mic head design revived
Sennheiser have revealed that the MD 9235, a cardioid mic head designed to pair up with their handheld wireless sys...
09/03/2026
Captures two sought-after Dumble combo amps
The latest TONEX release captures a pair of sought-after Dumble amplifiers from IK Multimedia's private amp ...
09/03/2026
Flexible all-analogue insert matrix joins line-up
HUM Audio Devices don't tend to do things by halves - even the quickest of glances at the likes of the...
09/03/2026
Captures three sought-after pianos
Rhodes latest software release brings together a collection of three virtual pianos: a concert grand, an acoustic upright...
09/03/2026
Flagship compressor gets an upgrade
Techivation's flagship compressor plug-in has just been treated to a ground-up rebuild that kits it out with some po...
09/03/2026
Profiler OS 14.0 enters open beta
Kemper's amp-modelling systems already have a great reputation, but the latest update to their systems' underlying...
09/03/2026
Procedural stems smasher & recomposition engine
Blinksonic have recently launched a new Reaktor-based tool which they say takes a radical departure from yo...
09/03/2026
13 - 15 March 2026 at University of Warwick Conference Centre
The Institute of Professional Sound (IPS) have announced that The IPS Training Weekend 2026 wi...
09/03/2026
Rohde & Schwarz and NETGEAR collaborate for next generation Wi-Fi 8 access point...
09/03/2026
UKTV has agreed a new partnership deal with Samsung that makes UKTV's free linear channels available to internet-only Samsung TV viewers in the UK for the f...
Bleuenn Le Goffic, VP business transformation at Accedo, explores the opportunities available to video services through emulating social media models
