Gen AI in Media & Entertainment

Description

SYNOPSIS:

Generative AI has captured the imaginations of companies and investors worldwide - and the skepticism of consumers. This study tests consumer interest and willingness to engage with AI and generative AI entertainment use cases. It examines new use cases in markets applicable to connected TVs, smart speakers, video streaming, news and editorials, and social media, among others.

It compares generative-AI-specific use cases such as automatic content captioning and translations and user-generated video clips to widely used AI technologies such as content recommendation engines, content upscaling, and real-time editing of live events such as sports coverage. It also trends data from previous survey findings on the topic.

Key questions addressed:

1. What is the current perception of AI and generative AI among consumers?
2. How has consumer sentiment towards AI and generative AI evolved after major product launches by leading consumer brands?
3. What generative AI use cases in entertainment resonate with consumers, and what turns consumers off?
4. How do preferences differ between users of leading CTV platforms and subscription streaming services?
5. Which gen AI use cases should product designers and marketers focus on, and which customer demographics and segments are best suited for initial trials and experiences?

ANALYST INSIGHT:

"As the technology and consumers' perceptions of AI evolve, players in every corner of the media/entertainment/CTV ecosystem must shape their AI strategies to keep up with competitors and navigate the nuances of consumer demand for new experiences." - Jennifer Kent, VP, Research, Parks Associates.

Survey Methodology and Definitions

Key Terms and Definitions

Executive Summary

Generative AI Familiarity & Use
Customer Segments Leading in Generative AI Use
Consumer Perceptions of AI, 2024 vs 2025
Impact of AI-Creation on Likelihood to Watch Content
Likelihood of Watching AI-Generated Content, by Gen AI App Use
Appeal of AI Applications for Media & Entertainment
Top Tested AI-Powered Entertainment Use Cases
% Finding at Least One Creative AI Use Case Appealing
% Using Generative AI Tools
Appeal of AI Applications to Enhance the Viewing Experience by Primary CTV Platform

Generative AI: Familiarity and Use

Generative AI Familiarity & Use
Familiarity with Generative AI Applications
Familiarity with Conversational AI Tools by Technology Adoption Segment
Familiarity with Conversational AI Tools by Age
Familiarity with Conversational AI Tools by Gender
Familiarity with Conversational AI Tools among Remote Workers
Familiarity with Generative AI Applications by Primary Connected TV Platform
AI Technology Use Cases
AI Technology Use Cases by Primary Connected TV Platform
Gen AI Familiarity & Use by Social Video Platform Use
Gen AI Usage and Familiarity Segments by Demographic Factors

Gen AI App Leaders & User Experience

Type of AI Tools Used
Leading AI Applications Used, by Operating System and Device Users
Net Promoter Score: Gen AI Apps vs. Technology Devices and Services
Net Promoter Score: Leading Gen AI Applications
Use of Voice Assistants by Device Owners
Generative AI Tool Use by Smart Speaker or Display Ownership
Generative AI Tool Use among Smart Speaker/Display Owners Using Specified Assistant Most Often

Consumer Perceptions, Barriers, & Concerns

Perceptions of AI Technology: 2024 vs 2025
Perceptions of AI Technology: Users vs Non-Users
Concerns About AI Technology: 2024 vs 2025
Concerns About AI Technology: AI Users vs Non-Users
AI Attitude Segments by Primary Connected TV Platform
Inhibitors to Using Generative AI Tools
Impact of AI-Creation on Likelihood to Watch Content
Likelihood of Watching AI-Generated Content, by Gen AI App Use
Likelihood of Watching AI-Generated Content, by Social Video Platform Use
Likelihood of Watching AI-Generated Content, by Leading SVOD Service Use
Likely to Watch a Show with AI Technology by Demographic Factors

Concept Testing: AI Use Cases in Entertainment

Appeal of AI Applications for Media & Entertainment
Appeal of AI Applications, by AI Sentiment
Appeal of AI Applications for Authenticity, Control, and Support
Appealing AI Applications for Authenticity, Control & Support by Social Media Used to Watch Video
Appealing AI Applications for Authenticity, Control & Support by Primary Connected TV Platform
Appeal of AI Applications to Enhance the Viewing Experience
Appeal of AI Applications to Enhance the Viewing Experience Among Leading SVOD Subscriber Bases
Appeal of AI Applications to Enhance the Viewing Experience by Primary CTV Platform
Appeal of AI to Enhance Ad Relevance by Social Video Platform Use
Appeal of AI Applications for Content Creation
Appealing AI Applications for Content Creation by Social Media Used to Watch Video
Appeal of AI Applications for Live Sports
Appealing AI Applications for Live Sports by Age