媒体热点：零售媒体、战略合作与人工智能

Maria Rua AgueteMedia & Entertainment, Omdia maria.ruaaguete@omdia.comin/maria-rua-aguete@maria_aguete Agenda 1 Global M&E trends Media & Entertainment Spending: Streaming Video Driving the $1.1 TrillionMarket in 2025 Online video subscriptions overtook pay TV in 2020 and have just gone pastthe 2bn mark! SVOD trends & strategy The big 5 global SVODs excluding China and India are all projecting modestgrowth going forward Netflix and Amazon were once head-to-head in video, the fight is now likelyto center on advertising: ‘With ads’ is by default at Amazon Amazon has launchedShoppable TV in the US, withglobal ambitions From Clash to Cash:the new partnerships era Let’s stop talking about Streaming Wars… Let’s talk about Streaming Love! BROADCASTERS STREAMERS France hosted the new wave of partnerships – two leading SVODs eachpartner with top BVOD services Omdia – IBC 2025 | September 2025Netflix is striking diverse partnerships to capture global markets Netflix June 2025: Netflix announced a new TF1aggregation deal July 2025: Netflix struck a partnership withMBC, the largest broadcast in MENA And it’s not just Netflix and Amazon, lots of new friends for Disney too Destination ‘super-streamers’ look like pay-TV 2.0 STREAMING FRIENDS But what about YouTube? Friend or Foe? YouTube is the #1 video service in the world Top 5 video services and devices by monthly video usage by market, April 2025 1.YouTube2.BBC iPlayer3.Netflix4.Prime Video5.Channel 4 1.YouTube2.Netflix3.Instagram Reels4.TVING5.TikTok 1.Samsung phone2.Set-top-box3.iPhone4.Samsung laptop5.Samsung TV 1.iPhone2.Set-top-box3.Samsung phone4.Samsung TV5.iPad 1.iPhone2.Set-top-box3.Samsung phone4.Samsung TV5.iPad 1.Samsung phone2.Samsung TV3.LG TV4.Set-top-box5.Motorola phone Netflix: Squid Games marketing campaign using Youtubers SVODaggregation/Bundling The convergence of CTVand retail media Retail media will be the fastest-growing ad segment to 2030 Global advertising revenue by segment, 2025-30, $bn What is retail media? Onsite display Offsite display Broadcasters, CTV platforms, & retailers look to collapse themarketing funnel TV OSSelected Insights Google TV is the world’s biggest TV OS by shipments, ahead ofTizen and Android (China) Controlling a widely used Smart OS has other benefits to motivate Google tokeep being active in the market AI in MediaSelected Insights Media & Entertainment is in top-5 AI software revenue verticals inAsia & Oceania ($6bn 2029) Omdia – IBC 2025 | September 2025AI: Media & Entertainment and Advertising use cases in APAC AI changing game for dubbing : The increased demand for internationalcontent (such as Korean, Spanish dramas) will drive captioning and subtitlingservices Omdia – IBC 2025 | September 2025AI in Film: deals and partnerships multiply as AI spreads January 2024– Actors strikethroughout film Sept 2024– January 2020- Warner signsdeal for Cinelytic’s AI-drivenproject management system Lionsgate/Runway deal for$75m – training onLionsgate content for tocreate a model that willcut pre- and post-production costs forLionsgate movies. Omdia – IBC 2025 | September 2025Emotion AI: from casting and acting right through to audience- driven films- a creative range In August 2025, Koreancompany CJ CGV agreed dealwith Aria Studio to developjointly Interactive Cinema,enabling storylines to bechanged in real-time inequipped cinemas. Audienceinput (sound/emotion) willadjust the storyline. This is nextstep in their cinema techdevelopment (ScreenX/4DX). Imentiv Emotion is an AI toolthat analyses video, audio andtext to assess the emotionalcontent and impact of eachframe in video content. Worksboth for script assessment,evaluating the emotional rangeof actor auditions, and offeringreal-time analysis during takes. At this end of the spectrum, Emotion AI isused to refine scripts, assist casting andassess auditions and footage based on ananalysis by an AI-driven tool (not a creativetool). At the other end of Emotion AI, films aredriven by the emotional responses of theaudience, using enabled cinemas to allowreal-time audience input (a creative tool). Spectrum ofEmotion AI infilm-making Recommendation Engines and AI: Deep Discovery •Mood, Tone, Theme and Time Period•Topics from the content•Popularity Scores link older titles to trending content, Social and culturaltopics•Quantitative and qualitative insights into content relationships Accessible Content •Low vision mode to watch content:•Colour rebalance•Edge highlighting•Rebalanced Audio Affectionate Intelligence: •Data from all smart products and IOT•Behavioral patters resolve to understand emotional state•Combined with personal bot - ChatThinQ AI Automation of Clips and Local Advertising Amazon’s Zero-Shot Virtual product placement project offersa window into how AI can help further monetize contentthrough localisation Amazon’s technique focuses on the replacement of 2Dassets in the background of a video such as