"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. Jyoti Deshpande, a film producer and president of media and content business at Indian conglomerate Reliance Industries, said during a Sunday panel at the Fortune Global Forum in Riyadh that AI-powered algorithms on streaming platforms are limiting some audiences from watching certain shows and movies."
""The larger problem comes in distribution and the use of algo when content is being shown," she said. Algorithms have become a ubiquitous and key tool in keeping users engaged on streaming platforms. According to a survey of 2,000 American streaming-service subscribers commissioned by user-experience testing platform UserTesting and conducted by Talker Research, a subscriber spends an average of 110 hours per year scrolling on their streaming platforms, with half of respondents saying the amount of content available is overwhelming."
"Deshpande suggested that while streaming algorithms like Netflix's are good at identifying what is within a subscriber's tastes, the algorithm may limit what that user is exposed to, to the detriment of studios trying to produce films. The Reliance Industries executive used the example of Laapataa Ladies, a film she produced that became India's entry into the International Feature Film category of the 2024 Oscars."
Artificial intelligence is altering who can access media by changing distribution through algorithmic recommendation systems. Jyoti Deshpande said AI-powered algorithms on streaming platforms can limit audiences from discovering certain shows and movies. A survey found American subscribers spend about 110 hours per year scrolling, and half say available content is overwhelming. Netflix updated its home screen to show fewer titles and added responsive recommendations based on recent searches and viewing. Streaming algorithms can accurately identify tastes but create blind spots that restrict exposure, which can prevent nominated or promoted films like Laapataa Ladies from reaching some viewers.
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