Streaming media companies that have tapped into artificial intelligence over the past few years are seeing improved operational workflows, but not much upside in the way of new consumer-facing features across things like search, discovery and recommendations.
That was one of the core takeaways from a new report released by Looper Insights this week that examines how media companies are using operational AI to improve different parts of their products and businesses.
The findings in the report are largely based on surveys of executives who work in the media and entertainment space, with a specific focus on connected platforms.
Four out of five executives surveyed said operational AI is delivering the most tangible near-term results, especially as companies are looking for faster solutions to analyze performance, monitor competitors, evaluate promotional spending and understand where content appears across the connected TV “digital shelf.”
The pressure to adopt those tools is rising: Seventy percent of executives surveyed said they are being asked to do more with less, while 57 percent cited industry consolidation as another source of operational pressure. Still, fewer companies are ready for broad changes influenced by AI, with just 17 percent of executives saying their organizations are fully prepared to implement AI workflows effectively.
Faster automated analytics and reporting is expected to have the greatest operational impact over the next six to 12 months, cited by 30 percent of executives who spoke with Looper. Visibility across the digital shelf followed at 26 percent, while 22 percent pointed to predictive content and placement decisions.
Operational AI is becoming more important as streaming platforms, device makers and distributors place greater value on home-screen placement, app rows and other promotional inventory. For studios and streaming services, that creates a need to measure whether content is being surfaced effectively and whether promotional investments are delivering results, Looper opined.
The shift doesn’t mean AI is replacing human-making decision, but rather supplementing it by helping teams move quicker as they manage larger content and media libraries, take on additional distribution partners and increasingly compete across connected platforms like TV.
The full report from Looper Insights is available to view, with free registration, by clicking or tapping here.
