Spherex Media
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The Center for Data Innovation spoke with Teresa Phillips, chief executive officer and co-founder of Spherex, a global entertainment technology and data company that addresses cultural gaps in film and TV for international audiences. Phillips spoke about the importance of cultural relevance, a new multimodal analysis tool called SpherexAI, and why the entertainment industry needs to embrace data driven solutions.
Generative AI Meets Multi-Modal AI for Video-Based Content Classification at Scale
The streaming wars have become a global battleground to reach broader audiences, increase engagement and reduce churn. The major streamers expect half of their revenue to come from the international marketplace within the next few years. Guest Teresa Phillips, Co-Founder & CEO, Spherex, explains why culture plays an integral part in successfully globalizing content and how Spherex’s unique AI supports the ecosystem to help create content that culturally adapts to meet the compliance needs in various countries while maintaining the integrity of storytelling
During Netflix Q4 2021 earnings call, COO and Chief Product Officer Greg Peters revealed the company “subtitled 7 million run-time minutes in '21 and dubbed 5 million run-time minutes” of content to reach their 222 million subscribers worldwide. That’s 116,666 hours of subtitles and 83,333 hours of dubs they produced before releasing titles anywhere across their 192-territory footprint. That’s a massive undertaking.
In this episode, Teresa and I discuss the challenge of localizing and cultural fitting content for international audiences. Entertainment companies must navigate complex regulatory, economic, and cultural environments in each new market, so it’s no surprise that cultural missteps are fairly common – from Netflix running afoul of the Singaporean government for hosting drug-related content to the infamous Cuties movie poster debacle here in the U.S. In response, Teresa shares how Spherex uses technology and human expertise to help media companies successfully localize and extend their content to foreign markets. Finally, we comment on Netflix’s recent foray into gaming, ARPU differences between AVOD and SVOD platforms, and future M&A targets as media consolidation continues.
As the streaming wars go global and the arms race for eyeballs heats up, more and more content needs to be audience-ready in real time. Spherex's Teresa Phillips and nScreenMedia's Colin Dixon discuss the importance of cultural content adaptation in addition to localization for streamers to get content to market faster, grow bigger audiences and drive more revenue.