Here is something to think about. We all know that video streaming platforms like Netflix, Amazon Prime and Hotstar analyse what we watch, and accordingly, fine-tune their recommended watchlists. What we perhaps don’t know is that our direct-to-home (DTH) and cable operators are well-equipped to do the same. The set-top boxes installed in our houses are privy to all subscriber data—what we watch, when we watch it, and for how long we watch it.
All that has been missing, which is now increasingly being adopted, is a certain decade-old technology in India called ‘return path data’ (RPD) which can send real-time viewership data back to our DTH and cable operators.