For broadcasters and streaming platforms, this matters. Personalisation has become a cornerstone of the modern streaming proposition, yet a significant share of the audience may not even realise it’s happening.
Personalisation is welcome but not worth paying for
While awareness varies, appetite for some degree of personalisation is present. Almost half of UK adults (46%) say they would like their video media experience to be personalised to them.
However, the enthusiasm has limits. Just 6% say they would pay more for personalised recommendations. Nearly nine in ten (87%) would not.
In other words, AI-powered recommendations may be expected, but they are seen as part of the core service, not a premium add-on.
This has implications for monetisation strategies. For streaming platforms operating in an increasingly price-sensitive environment, AI-driven personalisation is unlikely to unlock new revenue on its own. It is better positioned as a value enhancer than a revenue driver.
Comfortable with AI assistance, wary of AI creativity
When it comes to specific uses of AI in video content, UK audiences draw a distinction between assistance and authorship.
Viewers are most comfortable with AI being used in supportive roles such as translating speech into subtitles or helping surface relevant content. By contrast, audiences are least comfortable with AI being used to generate actors or create core elements of films and television programmes.
This suggests that while AI is broadly accepted in operational roles, its use in lieu of human actors and scriptwriters raises different concerns.
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source yougov.com ’
