Streaming Services Require Support To Transform With GenAI Despite setbacks, streaming services are still planning to expand how they use genAI. For example, 68% said they plan to extend their usage of genAI in media production, while half plan to expand the number of use cases for using genAI. To achieve this, adopters don’t plan on going alone. To achieve their next set of objectives, and expand the use cases they serve, adopters plan to expand their partnerships with trusted providers. Over the next two to three years, these partnerships are looking to apply genAI to the following: GenAI Stands To Accelerate Content Production And Boost CX Over the next two to three years, 81% of respondents said that they anticipate genAI having a substantial impact on improving content supply chains. Seventyeight percent (vs. 70% for cable and broadcast) said the same for accelerating content production time. “Where do you expect genAI capabilities to have the most impact on your organization over the next two to three years?” Personalized recommendations and advice: Providing customization to their viewers, further customizing information and recommendations like individualized EPGs, contextual search, and personalized highlight generation 58% Improved software development and IT operations: Accelerating software development while reducing IT overhead in areas like AI code generation and artificial intelligence for IT operations 57% Streamlined content production and support functions: Speeding up timeintensive support tasks like captioning, translation, as well as contributing to ideation through narrative and asset drafting 48% Expected Outcomes Due To GenAI Investments (Showing “Significant improvement” and “Transformational improvement”) More innovation 79% 65% Greater operational efficiency 73% Stronger risk mitigation/compliance 11 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 10 Base: 190 streaming services decision-makers Note: Showing top responses Source: A commissioned study conducted by Forrester Consulting on behalf of AWS, September 2024
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