Disney+ Hotstar introduces new AI video optimization tool to deliver data-efficient viewing experience

Over-the-top (OTT) platform Disney+Hotstar on Monday introduced a new artificial intelligence (AI) tool that will improve user experience. The streaming giant claimed that the AI ​​tool will optimize video streaming so that less data is consumed while keeping the video quality unchanged. The new feature will make downloading videos from the platform more data-efficient for offline viewing. Notably, the company announced last month that it will stream select English Premier League matches in 4K resolution.

In a press release, the video-streaming giant announced the introduction of AI-powered video optimization technology. This is essentially an advanced encoding feature that can optimize data consumption based on user habits and scene complexity. Disney+Hotstar claimed that the technology will let users consume less data while maintaining the same quality of visuals.

It also says that users can expect a 25 percent reduction when downloading videos for offline viewing without losing quality. It aims to make content on the platform more accessible to users with limited data.

Elaborating on the AI ​​feature, Disney+ Hotstar said that the technology uses AI to understand user consumption patterns as well as the context and complexity of each scene. Although it is difficult to understand how user patterns are associated with data optimization, the context and complexity of the scene is likely being processed with computer vision to brighten darker scenes while not increasing data usage. The company highlighted that the technology is currently patent pending.

Mukund Acharya, technology head, Disney+Hotstar, further revealed that the new AI-powered encoding technology can improve viewing time per GB by 12.5 percent. This means users can watch more content on the same data budget.

The company also mentioned that the feature was developed using various AI-based models, however, it did not specify whether these were original models or third-party models.