Paramount+ Utilizes GenAI to Curate Fresh ‘Older Kids’ Themed Content Collections
Paramount+ has introduced a new feature aimed at enhancing content discovery for older kids through the use of generative AI technology. The platform has launched curated collections tailored specifically for the "Older Kids" profiles, designed for children aged 6-13. These collections are centered around themes identified by Paramount after conducting research studies involving discussions with kids and parents to pinpoint common elements that attract them to certain programming.
Some of the themes identified for the curated collections include Space Exploration, Goofy Stuff, Daring Stunts, Treasure Hunting, Secret Worlds, and Exploring Nature. Paramount utilized generative AI to develop these custom collections from its content library based on the identified themes. The company emphasized that curation teams were involved in the process to validate the AI-generated elements, ensuring that the collections resonated with the target audience.
Although the curated collections are not personalized, they offer a uniform selection of themes and titles for all users with older kids’ profiles. Parents are informed that the content included in these collections ranges from TV-Y to PG ratings. The purpose of these kid-first collections is not only to provide viewers with familiar content but also to introduce them to new and library content they may not have encountered before.
This initiative aligns with Paramount’s strategy to enhance content curation and discovery mechanisms, particularly for kids’ content. Research from Ampere Analysis revealed that households with children are less likely to cancel or churn from streaming services compared to those without children. The analysis indicated that in Q1 2024, 24% of SVOD subscribers living with children were at risk of churning, while the figure rose to 36% for those without children.
In the midst of these developments, Paramount is undergoing a pending acquisition by Skydance Media. The incoming leadership has outlined a vision to expand the company’s technical capabilities, aiming to position Paramount not only as a media entity but also as a technology-driven organization. Despite facing challenges such as subscriber losses attributed to strategic decisions, Paramount+ recorded its first quarterly profit for the direct-to-consumer streaming business in the second quarter of 2024. The company anticipates returning to segment losses in subsequent quarters before achieving domestic profitability by 2025. Paramount is scheduled to report its Q3 earnings on November 8, signaling ongoing transformations within the streaming landscape.
