Artificial intelligence may be changing how content is made, but its bigger impact on media is how the technology is altering who is able to access that content, one media executive said.
“The larger problem comes in distribution and the use of algo when content is being shown,” she said.
“Ours is the reverse,” she said. “And I would say it would be the same for Arabic content: more revenues from the domestic market and less from the international markets.
According to Netflix, the platform employs a “local for local” strategy that develops shows meant to connect audiences with content from their home country that is culturally specific, but also has a recommendation system, as well as subbing and dubbing capabilities, that brings this content to wider audiences. International titles on Netflix such as RRR and Squid Game have found Western audiences because of their popularity. Apple and Amazon did not respond to Fortune’s requests for comment.
“It was the superfans who watched the movie and repeat-watched the movie that drove the recommendation engine that got it in front of more superfans who also fell in love with the movie,” Netflix co-CEO Ted Sarandos said during the company’s earnings call last week.
