Netflix says around 300 titles used generative AI
Netflix revealed in its second-quarter earnings report that roughly 300 titles on its platform used generative AI, mostly in post-production. The company says it is increasingly using these tools to deliver higher quality output more quickly and at a lower cost.
Netflix announced in its second-quarter earnings report released on Thursday that approximately 300 titles on its platform utilized generative AI, with the majority of cases occurring in post-production. The streaming giant stated it is “increasingly leveraging these tools to deliver higher quality output more quickly and at a lower cost.”
Examples provided by Netflix include the films “Glory,” “Brasil 70: A Saga do Tri,” and “The American Experiment.” These works used AI to “create highly complex sequences,” including “enhanced crowds, historical battle sequences, and worldbuilding establishing shots.” Last year, Netflix co-CEO Ted Sarandos disclosed that AI was used to create a scene in the sci-fi series “The Eternaut” because it was faster and cheaper.
The streaming company has been investing more heavily in AI recently, acquiring Ben Affleck’s AI startup and creating an AI animation studio. Netflix is also using an AI-generated voice of Gene Wilder in its new reality show “Wonka’s The Golden Ticket.”
Netflix reported earnings of $12.56 billion over the past few months and says it remains on track to double its ad revenue to $3 billion. In its letter to shareholders, the company addressed concerns about engagement that arose after a Bloomberg report indicated the streaming service is struggling to retain viewers for the second seasons of its shows.
Netflix noted that “time spent is just one aspect of strong engagement,” adding that “quality and variety also matter.” It also highlighted that its latest “What We Watched” report shows subscribers watched over 97 billion hours, up 2 percent year over year. The company announced it will now publish this report once a year instead of twice.
To compete with free-to-watch services like YouTube, Netflix has introduced new content types. Over the past year, it has rolled out video podcasts, TikTok-style clips, and recently announced plans to stream content from digital media brands like BuzzFeed, which would typically appear on YouTube. Earlier this month, The Wall Street Journal reported that Netflix is considering adding always-on channels.
