India, Sept. 30 -- Live sports streaming is moving from a race for reach and concurrent viewers to a more complex technological challenge: delivering different experiences to different viewers without disrupting the event they came to watch.

The change is pushing over-the-top (OTT) platforms beyond conventional video distribution. Multilingual feeds, persistent user preferences, conversational Artificial Intelligence (AI), voice-based discovery, accessibility, and services embedded within streaming applications are emerging as new layers around the live broadcast.

At the same time, the underlying challenge of keeping millions of streams running across different networks and devices has not disappeared. Instead, personalisation is being ...