Modern Streaming Solutions has partnered with VisualOn to offer AI-powered per-title and per-scene video optimization to OTT platforms in the Indian market. The integration allows operators to deploy bitrate-reducing technology via a standalone interface or API to lower storage and CDN egress costs.
Operating margins in the Indian OTT market are under severe pressure due to aggressive pricing and massive data consumption. By lowering the technical barrier to AI-driven optimization, Modern Streaming provides smaller and mid-sized operators with a viable path to compete with incumbents by slashing their two largest expenses: storage and CDN delivery. This move signals a broader shift in the regional ecosystem toward 'efficiency-first' infrastructure as platforms prioritize sustainable unit economics over raw subscriber growth. Watch for post-IBC adoption rates among regional Tier-2 streaming services as a proxy for the demand for modular, API-first optimization tools.
The Indian streaming landscape is entering a period of intense consolidation and cost-scrutiny. Per Forbes (November 2024), the merger between Reliance’s JioCinema and Disney+ Hotstar created a dominant entity controlling roughly 85% of the streaming market, forcing rivals to find technological edges to survive razor-thin margins. While user growth remains high—with monthly active users reaching 1.45 billion in 2026 according to CLSA—monetization is lagging, with an 18% drop in OTT content spending recorded in 2025 by FICCI-EY. This environment has made infrastructure efficiency a primary focus for survival among non-conglomerate players.
Technologically, the shift toward AI-powered Content-Adaptive Encoding (CAE) reflects a global trend toward reducing data overhead. Independent evaluations by The Channel Store in February 2026 showed that VisualOn’s Optimizer can achieve up to 65% bitrate savings compared to standard Constant Bit Rate (CBR) profiles. In a market like India, where CDN costs can account for 60% to 80% of total streaming expenses per Techpuvi (July 2026), these efficiencies are critical. Further, as 5G penetration grows, the demand for high-quality video on mobile devices persists, necessitating per-scene optimization to prevent buffering on inconsistent networks.
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