The name of the game for streaming services since their meteoric rise has been simple: collect content. Building vast catalogs of films and shows – first by acquiring distribution rights, then by producing original programming – has been the cornerstone of their approach to attracting and retaining subscribers. The bigger the library, the greater the appeal, as platforms seek to position themselves as the ultimate one-stop entertainment destination. For years, the streaming wars have been a race to get ahead of competitors in terms of volume and exclusivity.
However, in recent years it has become apparent that this strategy has reached its limits. As libraries grew to overwhelming proportions, concepts like “decision paralysis” and “content fatigue” began to enter the conversation, and today’s audiences are increasingly demanding not only access to a vast catalog, but also an organized and personalized experience that anticipates their preferences and simplifies the decision-making process.
Algorithms have helped streamline content discovery, filtering, and sorting by analyzing patterns such as viewing history and genre preferences to recommend content. But these systems are reactive and limited in their understanding of nuanced preferences that go beyond explicit data points like clicks or ratings. Generative AI has the ability to go beyond simply analyzing past behavior, using deep learning models to understand context and intent at a much more granular level.
According to Dan Goman, founder and CEO of cloud-based media supply chain company Ateliere Creative Technologies, the implementation of GenAI presents an opportunity for the entertainment industry to shed its reputation for slow technology adoption. “This industry is 1000% resistant to any change, period. It literally takes an act of God or force majeure for something to make them change,” Goman said. Well-established workflows and legacy systems have long dominated Hollywood’s approach to content creation and distribution, but GenAI has the ability to help platforms open new paths to profitability.
