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  • October 2026

By Mike Bard
President, Telecom, Entertainment & Recreation Practice
KS&R

The question of the day is – Could AI make the fragmented entertainment household feel unified again?

I believe it can with the caveat that it’s done right.

As we know, most consumers are juggling multiple streaming services and possibly pay TV, but within their ecosystems they also may have a mix of free and pay subscription types, they are likely viewing across different types of devices and platforms, and they could have multiple family members using their services. All of this creates a complex environment to navigate for the consumer and one ripe for improvements in time saving, ease of use and ability to get legitimately good recommendations.

I took a look at both research we’ve conducted at KS&R, research available through CTAM and publicly on wants and needs of consumers, as well as consumer sentiment around AI’s involvement to provide a few supporting arguments that support why I think AI can unify household entertainment.

  • Streaming users would like help finding something good to watch quickly, as well as a simple and flexible user interface.
  • Households are generally supportive of…

– Better search and recommendations powered by AI – This could increase streaming usage
– Personalized recaps and/or highlights – AI generated personalized digests
– Co-created and/or interactive content, such as alternative endings using AI
– AI production assistance (editing, effects, etc.) for creators

  • Consumers are not supportive of…

– AI generated actors or fully synthetic programming
– Undisclosed AI uses regarding both data collected and applications

Overall…households are seeking a better user experience, and sentiment supports – or at least is accepting of – streaming companies utilizing AI to improve navigation, personalization, accessibility and as a production-support tool for creators. Where consumers become opposed to AI in streaming platforms is when it begins replacing humans (actors or writers) or is being used without noting its use and not being transparent about what AI has access to and how it’s using information.

If companies can leverage the benefits of AI, while listening to what consumers want and understand what they’re accepting of, fragmentation could be greatly reduced.

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