Key Findings Streaming services are ambitious with genAI but are still working through early production. While more mature in their usage of genAI than many others in M&E, they remain challenged with effective data governance, bias mitigation, sourcing skills, and targeting the right use cases at the start. The most mature have already embraced partners to operationalize their strategy and plan on expanding their relationship. Organizations are hitting functional and data pitfalls. As a category, streaming adopters lag slightly behind their cable and broadcast (C&B) peers in early production implementation of genAI but find themselves better prepared than C&B orgs in foundational data management. C&B organizations’ data concerns increase with genAI maturity, where higher maturity streamers see this number decrease and find themselves better prepared than anticipated. However, despite this slight maturity lead, data and legacy systems remain a top challenge and directly hold streaming services back from doing more with genAI. GenAI capabilities will transform streaming services. Streaming services seek genAI capabilities that integrate into the tools and systems they already use. Looking forward, leaders see genAI improving personalized recommendations and advice; software development and IT operations; and streamlined content production and support functions. Industry-specific capabilities will enable firms to capitalize on these use cases while enhancing content production, improving customer engagement, and reducing costs. “ ” There are challenges because the entire system is developing right now, and there is no common platform. We are really optimistic about the use of [genAI] but just slightly guarded about how we use this technology. — Associate director, strategy, streaming media, India 5 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 4
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