AI is transforming industries at an incredible pace, changing how we work, interact, and experience technology. Over the next year, this wave of innovation is set to make an even greater impact—reshaping everything from data management to the predictive power of algorithms, in ways we can only begin to imagine.
In the world of streaming, AI is still in its early days, but it’s already making a big difference in how we find, enjoy, and connect with content. Platforms like Netflix, Amazon Prime Video, and Hulu are leading the charge, using AI to make streaming more personalized, seamless, and engaging.
From automatically generated recaps and custom-tailored recommendations to smarter search tools and video quality adjustments that adapt to your internet speed, AI is enhancing every part of the streaming experience. Here’s a look at the top ways AI is being used to transform streaming in 2024—giving viewers a taste of just how smart and intuitive entertainment can become.
Amazon Prime Video recently introduced AI-generated recaps for some of its original series, a feature designed to help viewers refresh their memory on a show without having to rewatch episodes or search online. These "X-Ray Recaps" build on Prime Video's popular X-Ray feature, which provides details about actors and soundtracks. Now, with the help of Amazon Bedrock—a service within Amazon Web Services (AWS) that powers generative AI—these recaps analyze video, dialogue, and subtitles to summarize key plot points without spoilers.
Amazon notes that this feature is particularly useful for shows with long gaps between seasons or those with intricate plots that are easy to forget. With options for episode summaries, a “season so far” recap, or even full recaps of previous seasons, X-Ray Recaps provide a seamless way for viewers to jump back into a story.
While viewers may think everyone sees the same movie or show thumbnails, Netflix uses algorithms to personalize these visuals based on individual preferences. The streaming service analyzes user behavior and preferences, then presents different thumbnail images depending on what it believes will appeal to each viewer. For example, a comedy fan might see Good Will Hunting with a thumbnail featuring Robin Williams, while a romance fan might see an image of the protagonist, Will Hunting, with his love interest, Skyler.
By showing viewers images that resonate with their interests, Netflix increases the chances they’ll click on and engage with a title. This tailored approach to content presentation shows just how AI can be used to create a tailored experience from the moment a viewer opens the app.
One of the most well-known uses of AI in streaming is the recommendation engine. Platforms like Netflix and Amazon Prime Video have fine-tuned their algorithms to suggest content based on what each viewer is most likely to enjoy. These AI-driven engines analyze viewing history, genre preferences, watch duration, and even subtler indicators like pacing or tone to create a list of recommended titles tailored to each user (Stratoflow).
Unlike a one-size-fits-all approach, these recommendations are designed to help each user discover content they’re likely to appreciate, reducing decision fatigue and keeping viewers engaged. This method keeps audiences on the platform longer and improves overall satisfaction with the service.
Finding the right content is easier with AI-powered search features, which interpret user intent and respond to complex or vague queries. Platforms like Hulu and Amazon Prime Video use Natural Language Processing (NLP), allowing viewers to search for content based on mood, theme, or even setting—such as “uplifting documentaries” or “mystery dramas set in small towns”.
This smarter search capability means viewers don’t need to know the exact title to find what they’re looking for. It also speeds up the search process, reducing frustration and helping users discover more content that aligns with their current mood or interests.
To deliver a smooth viewing experience across different internet conditions, platforms like Netflix use AI-powered adaptive streaming. This technology continuously monitors a viewer’s internet connection and adjusts video quality in real time, balancing resolution and bitrate for optimal playback. If a viewer’s internet slows down, the AI reduces quality just enough to prevent buffering, then restores it when the connection improves (Tech Insights).
Adaptive streaming ensures uninterrupted playback for users with variable internet speeds, making it possible for Netflix to provide a high-quality experience in a range of settings. This feature also helps Netflix maintain a global reach, delivering consistent viewing quality even in regions with limited connectivity.
As AI continues to evolve, streaming platforms are finding innovative ways to deliver an increasingly personalized, intuitive, and reliable experience. From custom thumbnails and personalized recaps to smarter recommendations and adaptive streaming, AI is making the viewer experience more engaging and seamless.
But AI’s reach extends beyond the viewer experience—it’s also starting to transform media operations. Cutting-edge workflows like Molten Cloud's AI Rights Management are leading the way, enabling platforms and studios to manage rights, contracts, and royalties with unprecedented precision and efficiency. As AI tools become more advanced, we can expect to see further innovation in how content is distributed, tracked, and monetized across the industry. In 2024, AI isn’t just enhancing streaming; it’s reshaping the entire ecosystem of digital media.
To learn how you can embrace AI for powerful, streamlined media operations, schedule a demo of Molten Cloud today.