Marcus Bergstr m, CEO of Vionlabs, explains why streaming services need to better understand their content
By Jenny Priestley
Published: April 8, 2021
Marcus Bergstr m, CEO of Vionlabs, explains why streaming services need to better understand their content
target=_blank title=Share on LinkedIn class=share-linkedin> Marcus Bergstr m, CEO of Vionlabs, explains why streaming services need to better understand their content
https://www.tvbeurope.com/media-delivery/how-streaming-providers-can-create-a-more-intuitive-user-experience title=Share via Email class=share-email>
2021 will be a pivotal year for video streaming services. For the first time in history, more people will pay for online streaming services than for traditional pay-TV. However, the reality is that the streaming market is reaching the point of saturation as more and more services launch. In recent years, high-quality original programming has been the primary way streaming providers enhance and differentiate their services from competitors. Netflix is estimated to house around 1,500 TV series and 4,000 films, Amazon Prime Video is home to almost 20,000 titles, and a subscription to Disney Plus adds around 7,000 more TV episodes and 500 films for viewers to choose from.
High-quality programming alone is no longer enough to keep consumers subscribed to a service. In fact, one of the most common problems today's audiences face is being able to find something they actually want to watch.
As recently as 2017, viewers were spending almost an hour a day searching for content. This daily dilemma often results in endless scrolling before the consumer settles on something that they've already watched before or something that only vaguely interests them, because they do not want to waste more time searching for something that truly captures their interest. The challenge video streaming providers must now overcome is offering a superior user experience that can serve viewers the content that not only interests them, but also reflects the mood they are in at that specific moment. The only way a streaming service can achieve this is by using AI and machine learning to gain a deep understanding of its content's emotional data and serve recommendations that match the viewer's mood.
Creating recommendations that are based on users' emotions is something that's already being used by music streaming services. Spotify recently revealed that it has patented technology that will allow it to analyse the user's voice and suggest songs based on emotional state, gender, age, or accent . With this technology, Spotify will be able to play and recommend music that reflects the user's mood or social setting. For example, a user could say I'm feeling happy and I'm hosting a big party and Spotify can then play or recommend classic, upbeat party anthems. Video streaming services need to take note of Spotify's approach of using mood to provide recommendations, because it provides users with greatly enhanced personalisation that will help boost brand loyalty and reduce churn.
What lies beneath the metadata? However, before streaming services can start categorising content by mood, they need to better understand their content. Currently, many content discovery systems rely on basic metadata, which broadly labels content based on data points such as genre, the actors starring in it, or even just picking up on keywords in content titles. Metadata doesn't provide streaming platforms with enough knowledge about their content, so it's no surprise that their recommendations will be poor. To take recommendation systems to the next level, streaming providers need to harness AI and machine learning technologies to gain a deep understanding of the content in a scalable way by analysing the audio and video file itself.
Content analysis based on AI and machine learning can have different neural networks to identify patterns in colour, audio, pace, stress levels, positive/negative emotions, camera movements and many other characteristics. It can then evaluate how similar each asset is to every other asset and combine this information with an AI engine that analyses a household's watchlist, drawing together a more advanced and nuanced understanding of the content asset and its relevance at any particular time.
A user who watches a fast-paced thriller on a Friday night may well want something more light-hearted immediately after, and a recommendation system that is being fed this type of detailed content data can offer this level of intuition. Over time, it can analyse each viewer's consumption patterns and data points - not just each device, but each individual user profile - and perfectly tailor recommendations for their watch preferences, suggesting the right content, at the right time.
Last night, a mood category saved my life. Understanding the content itself goes way beyond just understanding similarity, it opens the door to a whole range of new use-cases that traditional metadata won't allow you to tap into. With the emotional data of the content coming from the audio/video file itself, streaming providers can automatically curate entire mood categories and channels for viewers. The type of content we want to watch is often strongly related to how we feel at that particular moment, so grouping content by mood makes the user experience more intuitive. With an advanced AI engine, we can analyse the intrinsic emotional profile of each content asset to create nuanced categories. For example, parents with young children who want to watch a film on a Friday night will likely click on a mood category or channel that says, family friendly comedies . Additionally, in group settings when there's a lot of debate over what to watch, it's much easier to find something that intere
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
17/05/2026
Delta Goodrem's Eurovision Eclipse marks end of a stellar run
17 May, 2026
Media releases
Bulgaria wins Eurovision 2026
Relive every spellbinding mome...
16/05/2026
Helps to deliver a clean, balanced midrange
Developed alongside Newfangled Audio, the latest plug-in in Eventide's software collection has been designed...
16/05/2026
Brings onboard stem rendering to RANE System One
Engine DJ have just released Engine DJ 5.0, a free update for their Engine DJ OS embedded hardware and Engi...
16/05/2026
Boris FX Continuum Pairs AI Precision and Advanced Creative Controls
Jessie Electa Petrov May 16, 2026
0 Comments
The 2026.5 release adds automatic de...
16/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/05/2026
Seattle Sounders FC and Seattle Reign FC, in partnership with RAVE Foundation an...
15/05/2026
Dan Brumm has served as sound designer on Bluey, the Australian children's t...
15/05/2026
The Professional Audio Manufacturers Alliance (PAMA) and Shure Incorporated are accepting applications for the 6th annual Mark Brunner Professional Audio Schola...
15/05/2026
Netflix has announced an expanded NFL schedule for 2026 and beyond under a four-year partnership extension with the NFL through the 2029-30 season. Each season,...
15/05/2026
Ateme is supporting TVRI (Televisi Republik Indonesia) with a contribution and d...
15/05/2026
Concacaf has announced the launch of a new website and mobile app built on Deltatre's FORGE platform. Concacaf.com and the mobile app, available on iOS and ...
15/05/2026
Eutelsat has announced the launch of QBC Business Economic Channel by Qatar Media Corporation, broadcasting in 4K/UHD via Eutelsat's 7/8 West video neighbo...
15/05/2026
Major League Soccer has announced four original content series timed to the 2026...
15/05/2026
The Alliance for IP Media Solutions (AIMS) has announced it will exhibit and present at InfoComm 2026, taking place June 13-19 at the Las Vegas Convention Cente...
15/05/2026
InfoComm 2026 will take place June 13-19 (exhibits June 17-19) at the Las Vegas Convention Center. The show will include sessions and exhibits covering broadcas...
15/05/2026
Tracy McGrady's Ones Basketball League (OBL) and FuboTV Inc. have announced ...
15/05/2026
Disguise has partnered with Creative Technology (CT) to deliver visual playback ...
15/05/2026
Sony Electronics has announced two new products for professional imaging: the Alpha 7R VI full-frame mirrorless camera and the FE 100-400mm F4.5 GM OSS super-te...
15/05/2026
In-venue and creative video staffers at the professional and collegiate level ha...
15/05/2026
Ratings Roundup is a rundown of recent rating news and is derived from press rel...
15/05/2026
For sports organizations, the most valuable assets are often the most sensitive:...
15/05/2026
The NFL's broadcast partners released their 2026 regular season schedules ye...
15/05/2026
When MMA icons Ronda Rousey and Gina Carano meet inside the Hexagon at Intuit Do...
15/05/2026
Daniel Roher attends the Tuner Premiere during the 2026 Sundance Film Festival at Eccles Theatre on January 22, 2026 in Park City, Utah. (Photo by Neilson Bar...
15/05/2026
Last night, the Spotify Podcast Awards in Mexico returned to the country's capital. Now in its second year, the evening honors creators whose voices are hel...
15/05/2026
Rebranded show announced
Ahead of their 2026 return, Music Expo have announced that they have now officially changed their name to the MONO Music Conference...
15/05/2026
Fuzz pedal joins UK companys line-up
UK-based pedal makers Buzzing Bugs Audio Devices have recently unveiled their latest creation, the Bolster. Said to pay...
15/05/2026
Joint Statement: News Bargaining Incentive
28 April, 2026
Media releases
The vibrancy of Australian democracy relies on the robust and open exchange of new...
15/05/2026
Call it Deltavision, Australia's through to the Grand Final of this year'...
15/05/2026
Join Calrec at MPTS 2026 | May 13-14 | Stand A40 | Olympia, London We're looking forward to meeting up with customers and partners at this year's Media ...
15/05/2026
86% of media planners would move more linear TV budget to CTV if they had show-level targeting and reporting - and 65% would also shift dollars from programmati...
15/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/05/2026
Clear-Com will showcase new communications solutions and major platform updates at InfoComm 2026 (Booth N7005), June 17-19, in the North and Central Halls of t...
15/05/2026
Following an outstanding inaugural year in 2025, Rise AV is proud to announce the return of its flagship leadership initiative, Elevate. The programme continues...
15/05/2026
Berklee Announces Lineup for Inaugural AI Music Summit The three-day event puts musicians at the center of the future of music creation, ethics, and the indus...
15/05/2026
Lightware returns to InfoComm 2026 with a focused showcase of scalable USB-C connectivity, next-generation AV-over-IP solutions, and technologies that help over...
15/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/05/2026
Delivering a live, arena-scale production of a massively popular band is no small feat. Between expansive in-arena LED walls and a global live stream fed to onl...
Marcus Bergstr m, CEO of Vionlabs, explains why streaming services need to better understand their content
