Executive Summary In 2024, the streaming services landscape is — to put it bluntly — crowded. Proliferating niche streaming services, consolidating media fiefdoms, and intensified competition from adjacencies, such as social media and gaming, have continuously expanded the strategic threat landscape streamers face. The result? Each provider faces a two-front battle — an ongoing struggle to differentiate to retain their viewership and, simultaneously, to meet growth expectations. Generative AI (genAI) has been identified as a key tool to retain an edge in innovation, produce more content, and provide new experiences to customers. However, many are still grappling with the most fundamental question: how can they best leverage genAI? The path forward brings risk. Streaming leaders recognize they must refine genAI’s role in their organization and find immediate value opportunities through verticalization. Expanding their use of trusted third-party partners and increasing employee augmentation is identified by the most mature adopters as key to enabling stronger genAI implementation, improving business performance, and reducing risk. ABOUT FORRESTER CONSULTING Forrester provides independent and objective research-based consulting to help leaders deliver key outcomes. Fueled by our customer-obsessed research, Forrester’s seasoned consultants partner with leaders to execute their specific priorities using a unique engagement model that ensures lasting impact. For more information, visit forrester.com/consulting. © Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester®, Technographics®, Forrester Wave, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. E-61035 Project Team: Jason Daniels, Market Impact Consultant Lillie Sinprasong, Associate Market Impact Consultant Contributing Research: Forrester’s Technology Architecture & Delivery research group © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 2 3
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