TECHNICAL
Introduction
The Role of AI and ML in OTT TV Products of European Telcos In the rapidly evolving and highly competitive landscape of streaming and Over-The-Top (OTT) TV services, the integration of artificial intelligence (AI) and machine learning (ML) has emerged as a transformative force. Within the European market, where OTT TV products of Telcos are gaining prominence in a saturated TV and streaming market, the role of AI and ML becomes increasingly important to compete for market shares by redefining the way we consume and engage with content. This whitepaper delves into the intricacies of this digital transformation, shedding light on how AI and ML technologies are reshaping the OTT TV landscape in Europe. At its core, the paper presents a comprehensive framework that clusters AI and ML trends and use cases based on their value to OTT providers and users. As we navigate through this white-paper, we will explore six key AI trends and use cases in this field. These use cases span from the transformative power of personalised ads to the pivotal role of AI in enhancing environmental, social and governance (ESG) considerations within the OTT TV sector. Together, they represent a panoramic view of how technology is propelling Telco OTT TV products into a future of unprecedented personalisation, efficiency and sustainability.
How AI and ML are reshaping Telco TV Offerings in the EU
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MARCH 2026 Volume 48 No.1
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