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Netflix says 300 titles now use generative AI
Netflix says roughly 300 titles on its platform used generative AI, mostly in post-production, as Q2 revenue hit $12.56 billion.
Image: The Verge
Netflix says roughly 300 titles on its platform have used generative AI, with most of that work happening in post-production. The company disclosed the figure in its second-quarter earnings report released on Thursday, saying it is “increasingly leveraging these tools to deliver higher quality output more quickly and at a lower cost.”
Netflix cited Glory, Brasil 70: A Saga do Tri, and The American Experiment as examples. According to the company, those projects used AI to create “highly complex sequences,” including enhanced crowds, historical battle sequences, and worldbuilding establishing shots. Last year, co-CEO Ted Sarandos also said Netflix used AI to create a scene in the sci-fi series The Eternaut because it was faster and cheaper.
The company has been expanding its AI efforts as the technology improves. Netflix has acquired Ben Affleck’s AI startup, created an AI animation studio, and is using an AI-generated voice of Gene Wilder in its new Wonka’s The Golden Ticket reality show.
On the business side, Netflix reported $12.56 billion in revenue over the past few months and said it remains on track to double its ad revenue to $3 billion. In its letter to shareholders, the company also responded to concerns about engagement after Bloomberg reported that Netflix has had trouble keeping viewers through the second season of its shows.
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Netflix said “time spent is just one aspect of strong engagement,” adding that “quality and variety also matter.” It also pointed to its latest What We Watched report, which shows subscribers watched more than 97 billion hours, up 2 percent year over year. Netflix said it will now publish that report once per year instead of twice.
The company has also been broadening its content mix to compete with free platforms such as YouTube. Over the past year, Netflix has rolled out video podcasts, TikTok-style clips, and plans to stream videos from digital media brands like BuzzFeed that would typically appear on YouTube. Earlier this month, The Wall Street Journal reported that Netflix is also considering always-on channels.
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via The Verge
