How AI Is Redefining Engagement and Monetization in Media

The way audiences consume content has shifted dramatically over the past decade. And the pace of change in the media and entertainment industry has continued to accelerate. In 2025—for the first time since streaming was released—streaming accounts for a higher percentage of viewing than linear broadcast and cable in the United States. This is a monumental shift in how Americans consume television and movie content.

AI is becoming foundational to personalization. While linear networks still command the majority of ad-supported viewing, streaming is rapidly gaining ground. And the method of consumption is shifting toward multi-platform, personalized experiences. Many media organizations must continue to serve traditional audiences while rapidly evolving their digital platforms, monetization models, and audience targeting strategies. The winners will be those who can innovate quickly with the newest technologies, personalize at scale, and protect their intellectual property (IP) in an increasingly complex ecosystem.

Let’s take a look at how these sectors are utilizing AI and ramping up personalization across platforms and how AI innovation affects media even beyond streaming.

How Is the Media & Entertainment Industry Changing?

Today’s viewers are no longer tethered to a single device or schedule. The typical U.S. household now subscribes to four or more streaming services and expects on-demand access, personalized recommendations, and seamless experiences across devices. Consumers are increasingly selective about the platforms and services they keep. Personalization remains key to platforms competing and differentiating themselves to maintain and grow their subscription services.

This shift demonstrates a fundamental change in audience expectations and behaviors from the days of appointment television. Some of the trends that highlight this include:

Data-driven decision-making is now at the heart of media strategy. The global streaming analytics market is projected to reach $252 billion by 2031.
Media companies are investing heavily in advanced analytics, machine learning, and AI to understand audience preferences, predict churn, and optimize content delivery.
Studios and networks are experimenting with hybrid models, platform bundling, and exclusive content to differentiate themselves in user experience.

The convergence of media and technology means that studios must operate with the agility of software companies as they roll out updates for platforms and optimize their products.

How AI Innovation Exists in Broadcast & Streaming

The most prevalent integration of AI in media today is how it’s used to drive ads, offer real-time data, and deliver personalized experiences to diverse audiences. The real power of AI often lies in the solutions and partners that enable these companies to optimize. Organizations that understand this are better positioned to unlock AI’s full potential, not just for engagement and trends but for operational excellence.

Ads & Data Analytics in Broadcast

One emerging trend is the intersection of AI, data analytics, and ad tech in media. This is not only driving revenue but enhancing audience satisfaction by reducing ad fatigue. As ad-supported streaming models gain traction, platforms are leveraging AI to:

Optimize ad placement
Measure ad effectiveness
Deliver more relevant experiences to viewers
Enhance fan engagement
Maximize advertising revenue
Analyze live sports data—from player performance metrics to audience behavior

Sports organizations are increasingly digitizing fan data and deploying AI models to deliver hyper-personalized experiences based on geography and viewing history. These capabilities allow networks to integrate statistics and ads seamlessly into live broadcasts, creating new monetization opportunities while deepening fan loyalty and engagement.

Accessibility, Personalization, & Cybersecurity in Streaming

The pace of innovation in OTT (over-the-top) and streaming is relentless. Platforms are in a constant race to launch new features, improve user interfaces, and keep audiences engaged. The competition is not just with other streaming services, but with every digital experience vying for attention.

AI-powered tools are making it easier to create accessible content for diverse audiences, from automated captioning to personalized audio descriptions. As regulators and advocacy groups push for greater inclusivity, these capabilities are becoming a competitive differentiator.

Beyond accessibility, personalization is the key to successful audience engagement. The desire for personalization is entirely unsurprising due to the vast amount of content available to viewers. Gen Zs and millennials are increasingly turning to platforms that offer data-driven personalized recommendations. These are central to engagement and retention in today’s streaming landscape.

Netflix’s 2025 update to its interface and algorithms include responsive recommendations that take search history, region, and recent content into account when generating title recommendations to users. Audiences in different regions have distinct preferences, so platforms must balance global scale with local relevance.

AI-driven localization is essential for success in international markets, which—to give one of many examples—may account for the rise in popularity for Asian dramas in the West over the past five years. As AI becomes central to localization workflows, protecting intellectual property becomes just as important as delivering personalized experiences. Localization pipelines can become a major point of IP leakage if not properly secured. Platforms must implement robust cybersecurity measures to safeguard creative assets.

AI in Film & Immersive Experiences

While streaming and linear networks are at the forefront of AI-powered personalization, the impact of these technologies is also being felt in film and immersive experiences. Studios are using AI to:

Optimize theatrical releases
Personalize marketing campaigns
Enhance audience analytics
Aid in post-production editing

In theme parks and cruise entertainment, AI enables dynamic, personalized guest experiences. For example, Walt Disney Imagineering R&D recently announced a new chapter in park technology and storytelling: an interactive animatronic version of the popular character Olaf from the movie Frozen. Olaf is driven by AI called “reinforcement learning” that allows him to walk around like his cartoon counterpart and to engage in real-time conversations with park guests.

These sectors are evolving rapidly thanks to creative engineers, but the primary focus for most media organizations remains on transforming streaming and linear platforms. Still, the lessons learned in film and immersive experiences often inform broader strategies for audience engagement and innovation and how they will continue to influence each other.

Balancing AI Innovation & Integrity

The rise of generative AI presents both opportunities and risks. While these new technologies can accelerate content creation and localization, they also raise questions about authenticity, copyright, and brand safety. Forward-looking organizations are investing in governance frameworks to manage these challenges proactively by mitigating AI-powered misinformation and creating transparency standards.

Ethical AI use is another critical topic. Issues of privacy, bias, and transparency are top of mind for both consumers and regulators. 82% of consumers are more willing to share personal data in return for a personalized experience, provided companies demonstrate transparency and protect privacy of data.

To stay competitive, media organizations must ensure that their personalization algorithms are fair, explainable, and respectful of user data.

Insight Global Is Your Partner for Engaging Audiences

Keeping up with AI innovation is no small task. And to stay ahead, you’ll need the right partner by your side. Insight Global stands at the intersection of professional services, talent, and innovation, helping our clients accelerate platform evolution, embed high-performing teams, and protect their most valuable assets. We understand the unique challenges of media and entertainment companies, from data integration and AI personalization to content security and talent management.

Whether you’re looking to launch new features, secure your IP, or future-proof your audience engagement strategies, Insight Global is ready to help you move beyond traditional staffing and realize the full potential of AI-powered innovation. Talk to an expert today to explore how Insight Global can help you build the future of media.

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