The distribution of content in the global media and entertainment industry is rapidly changing. Due to the increasing accessibility of content creation technologies such as high-resolution cameras, content development software, and smartphones, almost anybody can now create, publish, and share written, audio, and video content.

30 August 22

This trend is further accelerated by the proliferation of the internet, which has led to the replacement of traditional media channels like cable and radio with on-demand streaming platforms like Netflix and YouTube. As a result, consumers have potentially limitless options to choose from, in terms of media consumption. Thus, media companies are facing the need to raise the quantity as well as the quality of content they create to attract as many consumers as they can to drive higher value. To help them achieve this objective, media companies are adopting advanced technologies like Artificial Intelligence (AI).

The use of Artificial Intelligence in the media and entertainment industry is helping media companies to improve their services and enhance the customer experience.

Here are a few use cases of AI in media and AI in entertainment that are transforming the industry:

1.1 Content Personalisation

Don’t you like it when popular SVOD platforms like Netflix, Hulu, and Prime show you the kind of shows and movies that interest you as opposed to scrolling through their database searching for content you prefer? That’s the work of artificial intelligence.

Content streaming sites have perfected their streaming recommendations according to different tastes and preferences for people of all locations. These companies use machine learning and AI algorithms to analyze user behavior, in terms of what genre of content users are mostly streaming in order to recommend more programs to them to keep them constantly engaged. AI uses these data insights to create a highly personalized experience for every user.

1.2 Search Optimisation

While having a wealth of information available online is beneficial, finding what you’re looking for might be difficult at times. AI is making it easier and more accurate to get search results and suggestions. For example, rather than searching for the title of a movie or the name of an item, you may just submit an image to Google and obtain results based on the image. Instead of searching for random lyrics to find the name of a song, you may play it and a streaming software like Shazam can identify the music for you. You may also instruct your phone to perform some actions after tapping the back or the screen for a particular number of time.

While Nigeria itself may not have an all-encompassing AI regulation, operators of these platforms have to comply with the local laws. For instance, streaming sites may need to comply with the Nigeria copyrights laws when dealing with protected contents, Cybercrime Act in respect of illegal contents, child pornography, the Nigeria Data Protection Regulation when dealing with consumers data.

Should you have any questions on this legal alert, please do not hesitate to reach out to Sumbo Akintola.