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Data-Driven Content Investment: Optimizing Budget Allocation with AI

OTT
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Business Situation

  • A global media and entertainment company managing digital, TV, and streaming platforms faced challenges that made allocating its programming budget efficiently across various content development and acquisition strategies more complex.​
  • The company lacked a data-driven approach to optimizing its content investments and maximizing viewer engagement.​

SGA Approach

Technology​

  • Leveraged AWS for scalable data processing and model deployment​

AI​

  • Utilized Gen AI for sophisticated genre classification and theme identification​
  • Implemented machine learning models for viewership prediction and ROI optimization​

Data​

  • Processed and integrated diverse data sources, including titles, genres, synopses, and internal viewership data​
  • Developed a unified data model for content classification and analysis​

Research​

  • Integrated third-party media market research data with internal datasets​
  • Analyzed online entertainment databases for comprehensive content insights

Key Takeaways

  • Implemented a sophisticated content classification system using Gen AI, enabling a nuanced understanding of genres and themes​
    • Increased viewership and engagement through better alignment of content with audience preferences​
    • Reduced wasteful spending by allocating resources to the most promising content​
  • Developed predictive models for viewership based on content attributes and an optimization model to maximize expected ROI on content investments​
  • Facilitated more accurate viewership trend insights with Gen AI genre classification​
  • Provided actionable insights through an interactive dashboard for informed budget allocation decisions

Related Tags

AI - Artificial Intelligence Broadcast Data Data services Media & Entertainment OTT Research Services Tech TMT

About SG Analytics

SG Analytics (SGA) is a leading global data and AI consulting firm delivering solutions across AI, Data, Technology, and Research. With deep expertise in BFSI, Capital Markets, TMT (Technology, Media & Telecom), and other emerging industries, SGA empowers clients with Ins(AI)ghts for Business Success through data-driven transformation.

A Great Place to Work® certified company, SGA has a team of over 1,600 professionals across the U.S.A, U.K, Switzerland, Poland, and India. Recognized by Gartner, Everest Group, ISG, and featured in the Deloitte Technology Fast 50 India 2024 and Financial Times & Statista APAC 2025 High Growth Companies, SGA delivers lasting impact at the intersection of data and innovation.

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