AI Algorithms on Streaming Platforms May Limit Content Access

AI's Impact on Content Accessibility

While artificial intelligence is revolutionizing content creation, its more significant influence lies in how it affects user access to that content, according to Jyoti Deshpande, a prominent film producer and the media and content president at Reliance Industries.

During a panel discussion at the Fortune Global Forum held in Riyadh, Deshpande highlighted a concerning trend: AI-driven algorithms on major streaming platforms are restricting certain viewers from accessing specific shows and films.

"The larger problem comes in distribution and the use of algorithms when content is being shown," she remarked, emphasizing the role of algorithms in content distribution.

Engagement vs. Accessibility

Algorithms have become essential tools for keeping users glued to their favorite streaming services. A recent survey conducted by Talker Research for UserTesting, which engaged 2,000 American streaming service subscribers, revealed that the average user spends around 110 hours a year just scrolling through content options. Interestingly, about half of the participants felt overwhelmed by the sheer volume of available titles.

In May, Netflix underwent its first significant homescreen overhaul in over ten years, showcasing fewer titles but enhancing the visual experience with more animations and video features. This update introduced “responsive recommendations,” which tailor content suggestions based on users’ recent search and viewing history.

Algorithmic Limitations

Deshpande pointed out that while streaming services like Netflix excel at curating content to match individual tastes, such algorithms can inadvertently restrict exposure to a broader array of films. She illustrated this with the example of Laapataa Ladies, a film she produced that was nominated as India’s official entry for the International Feature Film category at the 2024 Oscars. Despite its significant promotional push due to the nomination, Deshpande noted that Laapataa Ladies was not easily accessible to some viewers, particularly in the UK, as the algorithm deemed them uninterested.

In 2024, approximately 70% of Hollywood's global revenue was sourced from international markets. However, Deshpande asserts that for specific international filmmakers, the situation is quite the opposite. She emphasized that streaming platforms must take responsibility for making international content accessible to varied audiences.

"Ours is the reverse," she stated, referring to the distribution dynamics. "I would argue it’s similar for Arabic content: more revenue comes from the domestic market than from international audiences. If these major platforms—Amazon, Apple, and Netflix—don’t actively promote and facilitate the discovery of this content, how can we expect to reach those audiences?" Deshpande concluded.

Shifting Trends in the Global Box Office

Netflix maintains a “local for local” strategy, which aims to present viewers with culturally relevant content from their home countries. Yet, international hits like RRR and Squid Game have managed to break through and gain significant attention worldwide, indicating potential pathways for broader audience engagement.

As the landscape of streaming evolves, the challenge remains for platforms to balance user engagement with equitable access to diverse content. Deshpande's insights underscore the pressing need for a more inclusive approach to content distribution that embraces the richness of global cinema.