New Delhi, May 26 -- Video streaming platforms are enhancing their personalisation algorithms to keep viewers hooked, including with bespoke home pages, not just to get users to subscribe and discover more content but also to target ads relevant to them.

Platform executives say people who visit a service even once a year or for marquee titles leave clues about themselves, such as IP address and language preferences that can be used to train the algorithm to surface personalised content.

"Driving engagement and improving watch time on the platform is every platform's goal and priority," said Phanimohan Kalagara, chief technology officer, Gracenote, the content data business unit of market research firm Nielsen.

"In an era where content ...