From live TV to OTT streaming services to social media, we are consuming more content than ever before. The leading media content developers and distributors are constantly thinking of creative ways to personalize experiences and improve engagement. The customer expectation of endless content choices anytime, anywhere, and on any screen is driving business and operational changes for media companies.Discovery Inc.
Innovating the television experience is a priority for Discovery Inc., which is why the company relies on Amazon Web Services to go beyond traditional, lean-back TV to create new experiences for viewers. The company launched discovery+ in the United States in January 2021 as a direct-to-consumer streaming service features television series, movies, and original programming.
Discovery has a wide variety of content that appeals to a broad audience base. To solve the need to analyze disparate data in ways that can predict consumer behavior and provide personalized content choices in real-time, Discovery used, an ML-based personalization service that goes beyond rigid static rule-based recommendation systems. Instead of offering viewers generic content, discovery+ offers ML–powered recommendations to customize the viewer experience and improve the overall engagement.
Additionally, AWS rapid deployment supported Discovery’s desire to deliver content with aggressive time-to-market goals. “Our goal was to build a product with a very fast time to market and a flexible and scalable solution. Amazon Personalize was a really solid fit,” says Haris Husain, vice president head of product and data science at Discovery.
Discovery seized the opportunity to help its customers find curated content that matches their specific interests using machine learning based personalization.