The streaming industry is at the center of a technological revolution. While consolidation and competition dominate many conversations about the future of entertainment, our recent survey of streaming executives reveals a powerful undercurrent: AI.
In the swirl of rapid – even daily – change, it’s challenging to stay on top of the key factors driving trends and shaping long-term success. How will the streaming landscape continue to shift in the years ahead?
To answer this question, we turned to the industry’s top executives. In our recent survey, the transformative potential of AI emerged as a major theme, especially for automating repetitive, labor-intensive tasks and enhancing content personalization for subscribers.
However, despite technological advancements, streaming leaders are resolute that human input remains vital. Whatever changes will come, the future of streaming will blend AI efficiency with human expertise.
AI AUTOMATION: FREEING HUMANS FOR MORE CREATIVITY
A senior director at Warner Bros. Discovery summarized one of the most consistent themes from the survey results: “AI will automate minutia-based tasks to free up more creative resourcing.”
This perspective challenges the conventional fear that AI will replace creative jobs. Instead, it can enhance human creativity by eliminating mundane work.
Today’s production or localization workflows involve numerous repetitive tasks that consume resources without adding substantial value. From metadata tagging to file assessment and allocation, creative professionals spend significant time on work that doesn’t leverage their unique skills.
The implications for content production are significant. Time savings on these cumbersome tasks allows for greater speed, scalability, and impact. However, while AI helps deliver a greater quantity of content, it shouldn’t be a substitute for quality.
Instead, teams can redirect their energy toward creative development, potentially leading to more innovative and compelling content. This shift will be particularly valuable as streaming services seek to differentiate themselves in an increasingly crowded marketplace.
THE HUMAN-AI PARTNERSHIP: FINDING THE RIGHT BALANCE
AI’s role isn’t just about automation – it’s about augmentation. The most successful streaming companies won’t merely deploy AI as a cost-cutting tool but will integrate it thoughtfully to enhance human creativity and decision-making.
Viewers remain skeptical of AI-generated content. Poorly executed adaptations – such as inaccurate subtitles or unnatural dubbing – can quickly drive them away from platforms by disrupting the cinematic illusion that maintains engagement.
To counteract this, executives stressed the need to maintain a human element in AI implementation. One Hasbro director highlighted this balance, stating: “AI will continue to drive scale and speed, humans will have to look at how to leverage the tools while giving AI a human touch.”
This human-AI partnership will revolutionize everything from content recommendations to creative development. As algorithms become more sophisticated in understanding viewer preferences, human creators can shift their focus to key areas that require a personal touch.
On-service content like synopses or UI features should be relevant and localized to feel authentic, ensuring the experience resonates with audiences across different regions. Off-service campaigns should be tailored to specific locales to drive deeper engagement and connection.
AI alone may never fully conceive these creative cultural nuances. Instead, the combination of AI-driven insights and in-market human expertise creates a synergy that benefits audiences far more than either approach could achieve independently. Success depends on rigorous quality control, meaningful human oversight, and strategic implementation that enhances rather than replaces human creativity.
QUALITY ENHANCEMENT: AI AS A TOOL FOR BETTER CONTENT
Executives see AI both as an efficient tool and a means to improve content quality.
It also has the potential to streamline quality control. Tasks that once consumed excessive human hours – such as detecting inconsistencies or technical issues – can now be handled by AI, flagging problems for human review. This ensures both efficiency and high standards.
A Sony Pictures Entertainment executive suggested that “AI will help improve industry challenges,” indicating optimism that it could address fundamental problems in on-service engagement and distribution.
AI can also effectively address frequent viewer frustrations that might otherwise drive them away. From reducing buffer delays to enhancing sound quality, these technologies work behind the scenes to create seamless experiences. Accessibility features like correctly localized subtitles, natural language dubbing, and authentic voice-overs further expand content reach to diverse audiences.
Subscribers are looking for personalized on-service experiences more than ever before. AI is revolutionizing content personalization on top platforms by dynamically customizing thumbnails and A/B testing synopses based on viewer preferences. This real-time personalization goes beyond educated guesses – it harnesses AI-driven insights to deliver content that resonates with users, ensuring quick and accurate recommendations.
By analyzing viewing habits and preferences, AI creates tailored experiences that boost engagement and satisfaction, ultimately impacting key business metrics. For instance, Netflix’s VP of Product Innovation, Carlos Uribe-Gomez, and former Chief Product Officer, Neil Hunt, credited the company’s AI-driven recommendation system with saving $1 billion annually by reducing churn and increasing engagement.
FINAL THOUGHT
As streaming services navigate the challenges of consolidation, competition, and changing viewer expectations, AI emerges as both a powerful tool and a complex challenge. The executives in our survey clearly recognize its transformative potential. The question now is who will harness that potential most effectively.
Companies that thoughtfully integrate a careful human-AI balance into their operations and creative processes will gain significant advantages in efficiency, quality, and viewer engagement.
