Article Written by: Dotun Adedoyin
Artificial Intelligence (AI) is rapidly transforming the entertainment industry, specifically the landscapes of Subscription Video on Demand (SVOD) and linear television. AI is a technology that enables computers to mimic human intelligence, making it possible to process vast amounts of data and make informed decisions. In the context of SVOD and linear TV, AI is being leveraged to enhance various aspects of the viewing experience. It is being used to improve content recommendations, automate production processes, and personalize advertising.
This is leading to a more dynamic and engaging viewing experience for consumers, and a more efficient and profitable industry for content providers. The integration of AI into the entertainment industry is set to revolutionize the way we consume and interact with media.
This article aims to explore how AI is shaping the future of SVOD and linear TV, and what implications this will have for the industry and for viewers.
One of the most impactful ways AI is changing the SVOD and linear TV landscapes is through personalized recommendations. AI algorithms analyse vast amounts of data on viewer behaviour, preferences, and history to make accurate content recommendations. This is helping content providers to engage their audience with highly relevant and personalized content, leading to increased viewer satisfaction and retention. Personalized recommendations are not only improving the user experience but also helping content providers to better understand their audience and make data-driven decisions about what content to produce and distribute.
Moreover, AI is enabling real-time adaptation to the viewing preferences of each individual viewer. For instance, if a viewer frequently watches action movies, the AI-powered recommendations engine will show them more action- related content, increasing the chances of them finding something they like and continuing to watch. This level of personalization is not possible with traditional linear TV, where viewers are limited to a pre-determined schedule of content.
In the SVOD landscape, AI is also being used to enhance the search functionality, making it easier for users to find what they are looking for. AI algorithms can quickly scan the entire library of available content, understand the context of the search query, and make recommendations based on that information. This is improving the overall search experience and reducing the frustration associated with scrolling through irrelevant content.
By providing highly relevant and personalized content recommendations, AI is helping content providers to engage their audience and retain viewers, leading to a more dynamic and profitable industry.
Another area where AI is having a significant impact on the SVOD, and linear TV landscapes is in the realm of content creation. AI algorithms are being used to automate various aspects of the production process, from script writing and editing to visual effects and sound design. This is helping content providers to streamline their production process, save time and resources, and ultimately, produce more content.
One of the key applications of AI in content creation is in the writing of scripts. AI algorithms can analyse vast amounts of data on storytelling patterns and genre conventions and use this information to generate new script ideas. This is helping content creators to come up with new and innovative storylines, without having to rely solely on human creativity.
Another example of AI being used in content creation is in the realm of visual effects. AI algorithms can analyse existing footage and use this information to generate new, highly detailed, and realistic visual effects. This is reducing the time and resources required to produce these effects and allowing content providers to create more engaging and immersive viewing experiences.
AI is also being used in sound design. AI algorithms can analyse existing sound recordings and use this information to generate new and unique sound effects. This is helping content providers to create a more engaging and immersive soundscape and enhance the overall viewing experience.
Essentially, AI is revolutionizing the way content is being created in the SVOD and linear TV landscapes. From script writing and visual effects to sound design, AI is helping content providers to streamline their production process, save time and resources, and produce more engaging and immersive viewing experiences. As AI continues to advance, it will likely play an even more significant role in the content creation process, helping content providers to stay ahead of the curve and meet the evolving demands of their audience.
The distribution and promotion of content is a critical aspect of the SVOD and linear TV landscapes, and AI is playing an increasingly important role in this area as well. AI algorithms are being used to optimize the distribution and promotion of content, leading to a more efficient and effective use of resources and greater engagement with audiences.
One of the most significant ways AI is impacting the distribution and promotion of content is through targeted advertising. AI algorithms can analyse vast amounts of data on viewer behaviour and preferences and use this information to deliver highly targeted and personalized advertisements. For example, if a viewer frequently watches romantic comedies, the AI-powered advertising engine may show them advertisements for related content, such as romantic comedy-themed products or other romantic comedies available on the platform. This level of personalization is not possible with traditional linear TV, where advertisements are often delivered to a broad and undifferentiated audience.
Another way AI is impacting the distribution and promotion of content is through content scheduling. AI algorithms can analyse viewer behaviour and preferences and use this information to schedule the most appropriate content at the most appropriate time. For instance, if a viewer frequently watches action movies in the evenings, the AI- powered scheduling engine may schedule more action-related content in the evenings, increasing the chances of them finding something they like and continuing to watch.
In the SVOD landscape, AI is also being used to optimize the distribution of content on different devices. AI algorithms can analyse viewing patterns and use this information to optimize the delivery of content on different devices, such as smart TVs, smartphones, and tablets. This is improving the overall viewing experience and reducing the frustration associated with poor quality video or slow loading times.
From targeted advertising and content scheduling to device optimization, AI is helping content providers to engage their audience and deliver a more dynamic and personalized viewing experience. As AI continues to advance, it will likely play an even more significant role in the distribution and promotion of content, helping content providers to stay ahead of the curve and meet the evolving demands of their audience.
Churn is a persistent challenge for the SVOD and linear TV landscape, as subscribers may cancel their subscriptions for a variety of reasons, such as lack of relevant content, poor customer service, or simply boredom. However, AI has the potential to help mitigate against churn in several ways, by improving the overall viewing experience for subscribers.
One way that AI can help mitigate against churn is through personalized recommendations. AI algorithms can analyse viewer behaviour and preferences and use this information to recommend content that is relevant and engaging to each individual subscriber. This can lead to a more enjoyable and personalized viewing experience and reduce the likelihood that subscribers will cancel their subscriptions due to a lack of relevant content.
Another way that AI can help mitigate against churn is through improved customer service. AI algorithms can be used to analyse customer feedback and identify the most common issues that subscribers are facing. This information can then be used to improve customer service and address common pain points, reducing the likelihood that subscribers will cancel their subscriptions due to poor customer service.
AI can also be used to analyse viewer behaviour and identify potential churn risk factors, such as changes in viewing patterns or a decrease in engagement. This information can then be used to proactively address potential churn, for example by offering personalized promotions or special offers to subscribers who are at risk of cancelling their subscriptions.
By improving the overall viewing experience through personalized recommendations, improved customer service, and proactive churn management, AI can help ensure that subscribers remain engaged and satisfied with their subscriptions, reducing the likelihood that they will cancel and reducing overall churn rates.
Drawbacks
While AI has certainly brought many advantages to the SVOD and linear TV industry, there are also some drawbacks and potential negative consequences that must be considered. One of the most significant of these is the risk that AI could lead to the creation of content that is designed to appeal to algorithms rather than real people.
One of the keyways that this could occur is using AI in content creation. As AI algorithms become more sophisticated, they may begin to drive the creative process, dictating what kind of content is produced and what kind of storylines and characters are included. This could result in a homogenization of content, with similar storylines and themes being repeated, as the AI algorithms rely on proven formulas and patterns to generate new content.
Another potential drawback of AI in the SVOD and linear TV industry is the risk of biased content recommendations. AI algorithms are only as unbiased as the data they are trained on, and if this data is biased, the recommendations generated by the algorithms will also be biased. This could lead to the promotion of a narrow and limited view of the world, as well as perpetuating stereotypes and negative biases.
In the realm of targeted advertising, AI may also lead to the creation of a “filter bubble,” where viewers are only exposed to content that is deemed to be relevant to them based on their viewing history and preferences. While this can lead to a more personalized viewing experience, it also risks isolating viewers from new and diverse perspectives and perpetuating existing biases and narrow views.
Despite the potential to greatly enhance the SVOD and linear TV industry, there are also some drawbacks and potential negative consequences that must be considered, particularly with regards to how AI can be used to manipulate viewer behaviour.
AI can also be used to manipulate viewer behaviour is through targeted advertising. AI algorithms can analyse viewer behaviour and preferences and use this information to deliver highly targeted and personalized advertisements.
While this can lead to a more engaging and relevant viewing experience, it also raises the risk of manipulations and exploitation, as advertisers may use this information to influence and control viewer behaviour. For example, advertisers may use AI to deliver advertisements that are designed to appeal to the emotional or psychological triggers of viewers, encouraging them to make impulsive or irrational purchases.
Another way that AI can be used to manipulate viewer behaviour is through content scheduling. AI algorithms can analyse viewer behaviour and use this information to schedule the most appropriate content at the most appropriate time. While this can lead to a more enjoyable and personalized viewing experience, it also raises the risk of exploitation, as content providers may use this information to schedule content in a way that encourages viewers to watch more or spend more time on the platform.
In addition to these concerns, there are also broader ethical and societal implications of AI in the SVOD and linear TV industry. For example, AI algorithms may perpetuate existing biases and discriminatory practices, such as the underrepresentation of certain groups or the promotion of negative stereotypes. AI may also contribute to the spread of false or misleading information, as well as reinforce existing power structures and control mechanisms.
While AI has the potential to greatly enhance the SVOD and linear TV industry, it is important to be aware of the potential negative consequences of AI, particularly with regards to how AI can be used to manipulate viewer behaviour.
It will be important to balance the benefits of automation and personalization with the need to ensure that AI is used ethically and responsibly, and that the rights and interests of viewers are protected.
In conclusion, Artificial Intelligence (AI) is an integral part of the future of the SVOD and linear TV landscape. AI has the potential to revolutionize the way we consume and interact with video content, by enabling personalized recommendations, enhancing content creation and distribution, and improving customer engagement and satisfaction. By leveraging the power of AI, the SVOD and linear TV industry can deliver more engaging and relevant content, provide better customer service, and reduce churn, resulting in improved user satisfaction and increased revenues.
Moreover, AI has the potential to create new business models and revenue streams for the SVOD and linear TV industry, such as targeted advertising, personalized promotions, and predictive analytics. By embracing AI, the SVOD and linear TV industry can stay ahead of the curve and remain competitive in a rapidly changing landscape.
However, it is important to remember that while AI offers many benefits, there are also potential negative consequences and ethical considerations that must be considered. It will be important to ensure that AI is used responsibly, and that the rights and interests of viewers are protected.
In summary, AI is an indispensable tool for the future of the SVOD and linear TV industry, and its impact on the landscape will only continue to grow in the coming years. The industry must embrace AI and use it to its fullest potential to deliver the best possible experience for viewers and remain competitive in an increasingly crowded market.
About the writer:
Dotun Adedoyin, an Analytics professional with a passion for using data to drive impactful business strategies in the Media, specifically in the Film/Content/Pay TV/SVOD landscape. With years of experience analysing audience needs, content performance, and platform utilization, he has earned a reputation as a skilled and insightful industry expert.
When he is not crunching numbers and data, Dotun indulges his creative side as a photographer and filmmaker, bringing a unique perspective to his work.
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