In the current age, we have multiple sources for finding information over the internet, the content aggregator platforms have emerged as saviors. Content aggregation is the process of collecting information from various sources and presenting it in a consolidated format. This blog will try to explore the benefits of Content Aggregators and will also give a glimpse of what content aggregator platform setup needs, the challenges, and advantages. 

What is Content aggregation?

Content Aggregation is the process of aggregating content from multiple online sources, filtering and organizing it, and then presenting it in a cohesive and accessible manner. This can include news articles, blog posts, videos, social media updates, and more. Aggregators use algorithms and sometimes human curation to ensure that the most relevant and high-quality content reaches the end user.

 Benefits of Content Aggregation

• Efficiency and Time-Saving: As content aggregator platforms give an organized and detailed view from various sources, it saws time of doing the research and increases efficiency as one doesn’t have to hop from one source to another 
• Personalization: As a user content aggregator can personalize the view for the user by learning the user’s behavior. For E.g . if one likes to view Sports news, the content aggregator will show more Sports content instead of politics and other genres.
• Diverse Perspectives: As an aggregator pulls the information from many various sources, it gives one-stop option to have diverse options on the same subject  
• Stay Updated: Aggregators ensure that you stay up-to-date with the latest news and trends. Whether it’s breaking news, industry updates, or trending topics, you get real-time information as it happens.
• Enhanced Discovery: By aggregating content, these platforms introduce users to new sources and voices they might not have encountered otherwise. This broadens horizons and encourages the discovery of fresh perspectives and ideas.

How Content Aggregation Works

• RSS Feeds: RSS (Really Simple Syndication) feeds: It allows aggregators to pull the latest content automatically. 
• Web Crawlers and Scraping: Aggregators use Web Crawlers to scan new content from different sources and then extract the data and present it to the user in a user-friendly view  
• APIs: APIs help in extracting data directly from the platform.  APIs are particularly useful for pulling in data from social media networks and other platforms.

   Content Aggregation of OTT Platform

What is Content Aggregation of OTT?

The content aggregation of OTT is the process where the contents of multiple OTT providers are organized and shown to the user in a simple and unified view. This gives the user  One stop where the user can watch content and doesn’t have to manage multiple OTT provider subscriptions.

There are currently OTT content Aggregators present in India as well. Following are a few examples:

• Watcho
•  OTT PLAY
•  TataPlay Binge 

If you see these Apps you would realize that they are trying to bring the content of multiple providers under one unified App. This helps users to manage one subscription instead of multiple Standalone OTT subscriptions. 

The Benefits of OTT Content Aggregation

• Unified Access: OTT content Aggregation platforms provide a one-stop solution where the user has access to multiple OTT providers. This removes the need to switch between different apps, making it easier to find and watch content.
• Personalized Recommendations: Basis user action and operation on the app, the app learns and recommends the content to the user which are only relevant to the users. Every user gets a personalized view basis the action on the app. E.g. As a user I love to watch Horror Movies, Content Aggregator App can provide me a view showing Horror Movies from different OTT Providers 
• Cost-Effective: The user does not have to manage multiple subscriptions of OTT providers. Instead, users can buy subscriptions to the Content Aggregator App and can watch content from multiple providers 
• Enhanced Discovery: Aggregators expose users to a broader range of content, including niche and indie productions that might not be prominently featured on major platforms. This promotes diversity and enriches the viewing experience.
• Simplified Search: With a consolidated search function, users can easily find specific titles, genres, or actors across all aggregated platforms, saving time and reducing frustration.
  

How OTT Content Aggregation Works

OTT content aggregation involves several key components:

• • Content Licensing: Content Aggregators don’t own content instead they rely on the providers. They have to deal with a lot of complex negotiation and legal complications.
  • Metadata Integration: For better view and personalization, the Content Aggregator App relies on providers for metadata like Rating, Genre, etc. This gets used in personalization and improves Search results on the Aggregator Platform. 
  • User Interface: Content Aggregator invests a lot in a user-friendly interface so that the users find it easy to search, surf, and play the contents
  • Cross-Platform Compatibility: In today’s world we have so many devices, there is always a need to provide support on Tablets, Phones, Smart TVs, etc 

The Future of OTT Content Aggregation
As the OTT landscape continues to expand, the role of content aggregators will become increasingly important. Future trends in OTT content aggregation may include:

• AI and Machine Learning: Enhanced algorithms will provide even more accurate and personalized recommendations, improving user satisfaction.
• Voice Integration: With the rise of smart speakers and voice assistants, voice search and control will become integral to the OTT aggregation experience.
• Global Content Access: Aggregators will expand their reach to include more international content, catering to a global audience and promoting cultural exchange.
• Interactive Features: Future aggregators may incorporate interactive features such as social sharing, live watch parties, and in-app discussions, creating a more engaging and communal viewing experience.

Challenges in OTT Content Aggregation

• Content Exhaustiveness – Content Aggregator Platforms have content from multiple OTT providers. The key business use case to solve is how to show users the content availability.
• Duplicity: As there are multiple OTT providers. There is always a possibility of bringing the same content from different OTT providers. In this case, the key use case to solve is which provider content to show 
• User Reach – As the contents do not belong to the Content Aggregator, implementation of SEO on content Aggregation apps is tricky as for SEO the metadata information is “MUST HAVE”.The metadata is fed to content aggregation apps from OTT providers which leads to SEO crawlers reducing the priority of the App 
• Curating Contents: As the catalog of content Aggregator comprises multiple OTT providers, it becomes a change to decide which, when, and how much content to show to the users

Conclusion

OTT content aggregation is revolutionizing how we consume digital entertainment. By bringing together diverse content from multiple platforms into a single, user-friendly interface, aggregators are making it easier than ever to discover and enjoy a wide range of movies, TV shows, and more. Whether you’re a casual viewer or a dedicated binge-watcher, OTT content aggregation offers a powerful solution to navigate the vast digital entertainment landscape, bringing the world of entertainment to your fingertips.