AI’s Expanding Role in Streaming

Key Takeaways from QVEST Engage

Streaming is once again evolving. Just as AI has reshaped content creation, it’s now influencing how content is distributed, discovered, and monetized. Platforms are using AI not just to recommend shows but to determine what gets made, how it’s localized, and how it reaches audiences.

QVEST Engage’s latest report breaks down the biggest forces shaping the next phase of streaming, and it’s worth paying attention to.

Big thanks to Scott Davis for flagging this report for me. It’s packed with insight, and while I’ll be breaking down the four possible futures for OTT in my full paid section, here’s what free subscribers should know about AI’s role in streaming today.

Key AI Takeaways from QVEST Engage

AI’s role in streaming is growing fast, but not in a single direction. It’s driving platform dominance in some areas, fragmentation in others, and fundamentally changing the economics of content. Here are some of the biggest AI-driven trends shaping the industry.

AI is Reshaping Content Discovery

Streaming services aren’t just recommending what’s popular anymore. AI-powered personalization is now so precise that it shapes what we watch and how we watch it. Some platforms are even using AI to inform greenlighting decisions, ensuring that content is optimized for engagement before it’s even produced.

The AI-Driven Power Struggle: Centralization vs. Fragmentation

On one hand, AI is reinforcing the dominance of mega-platforms by fine-tuning engagement algorithms that keep users locked in. On the other, AI also lowers the barrier to entry for niche platforms, making it easier to serve hyper-specialized audiences. Whether streaming consolidates or fragments further is still an open question.

AI in Operations: From Cost Reduction to Global Scale

AI isn’t just a front-end tool—it’s transforming how content is produced and distributed. From automated dubbing and localization to AI-assisted editing and even synthetic media, platforms are scaling global distribution faster and cheaper than ever.

Regulation is a Moving Target, and AI is in the Debate

Governments are increasingly scrutinizing AI’s role in content recommendation, data privacy, and media monopolization. Expect AI-driven algorithms to be part of the next wave of regulatory debates, with new rules on how platforms use AI to shape visibility and engagement.

A Glimpse at the Deep Dive

These trends set the stage for a larger shift in streaming. AI isn’t the cause of these changes—it’s the accelerator. It will reinforce whatever direction the industry is already heading, whether that’s consolidation under a few dominant players or a more fragmented, niche-driven ecosystem.

In my paid subscriber analysis, I break down four possible futures for OTT, including:

· Big Tech’s full takeover of streaming and content discovery

· Regulatory pushback leading to a resurgence of traditional media power

· AI-driven fragmentation and the rise of hyper-personalized content platforms

· Super-apps absorbing streaming into broader ecosystems

I’ll also assess the likelihood of each scenario, factoring in recent regulatory actions and industry trends.

Unlock the Full Analysis

If you want to dive into where streaming is headed next, including:

• How AI is shaping content distribution, not just creation

• What history tells us about media consolidation and regulatory cycles

• A breakdown of which future for OTT is most likely

• What media companies, platforms, and audiences should prepare for

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