AI features can unlock higher subscription charges for TV streaming services

The potential of artificial intelligence to fuel innovation for TV streaming platforms is huge – but what features do consumers actually want and, crucially, would they be prepared to pay for them? 

To find out, we surveyed 1,200 working-age consumers in the US and UK, whose household has an active subscription to at least one TV streaming service. We asked them about their interest in various AI-driven features; from recommendation algorithms and generative media to live interactivity and accessibility tools.

The findings present a mountain of opportunities for streamers, with clear demand from consumers and willingness to pay more. However, interesting demographic splits show AI features are more valuable to some viewers than others, suggesting the need for a tailored approach. 

Quick summary

• Auto-generated trailer reels are the most-desired AI-backed feature, followed by conversational search functionality.
• Male consumers show more interest in AI features on TV streaming platforms than women – especially personalized graphics for live sporting events and content for AR/VR headsets.
• AI features make streaming platforms more attractive to new subscribers.
• Most subscribers would be prepared to pay more for their existing TV streaming service if AI features were available.
• The largest percentage of consumers would be prepared to pay an extra $3-$5 per month in the US and £3-£5 in the UK.

US results

AI-generated trailer reels are most-wanted feature

Automated tools can churn out high-impact trailers in minutes, using scene detection to pick the most gripping shots. Combining this ability with watch history data would allow for the creation of personalized trailers, helping viewers discover new content and choose what to watch next. Just under 69% of US consumers say they would be interested in trailer reels tailored to their viewing interests [view US results dashboard]. 

The next most-wanted AI feature is conversational search. Natural-language interfaces allow viewers to simply speak requests (“Show me movies about dogs”) and even query within video (“who is that actor?’”). This is something that 65% of streaming customers would like to see. 

Rounding out the top three AI features are dynamic soundtracks: 64% of consumers are interested in soundtracks that adapt to a viewer’s hearing profile or ambient noise level. It’s a feature that can improve accessibility for hard of hearing viewers or people who are sensitive to sound. 

Meanwhile, a significant 60% of streaming customers are also interested in: dynamic content suggestions tailored to the time of day, device type, weather or local events; AI remastered and enhanced archive content, and “choose-your-path” branching narrative stories that adapt to viewer feedback.  

It’s worth noting that US consumers aged 31-49 show the most interest in AI features. And they’re significantly more interested than 18-30-year-olds in some features, such as dynamic content suggestions (68% versus 58%), remastered content (70% versus 53%), and recap reels that condense an entire series or movie into a few minutes (61% versus 52%). This goes to show that investing in AI isn’t just about appealing to Gen Z.

AI graphics for live sports get male viewers’ attention

During live sports or events, AI can generate on-screen stats, interactive graphics, and virtual commentators tailored to each viewer’s interests. While this is the feature US consumers show the least interest in overall, delving into the demographics shows men are significantly more interested than women (66% versus 43%).  

Male viewers also show much higher interest in AI-driven immersive viewing modes to convert content for AR/VR headsets: 59% say they’re interested in this feature versus 38% of women. Meanwhile, they’re much more likely to want to interact with an AI chatbot for real-time support and content recommendations. Just over 65% of male TV streamers are interested in this, in comparison to 42% of women. 

Using AI to revitalize historical content is a great way for streaming platforms to create new revenue streams and engage contemporary audiences with old movies or music recordings. Male consumers, in particular, are excited at the prospect of this: 71% say they’re interested, but only 50% of females are interested in AI remastered content. 

Overall, men are notably more interested in all AI features, but women do show strong interest in conversational search and AI-generated trailer reels (both 62%). 

AI features could be money-makers

For streaming platforms looking to invest in AI technology, our data suggests it could be a profitable endeavour, not only enabling them to attract more customers, but also increase their subscription fees. The availability of AI features increase consumers’ likelihood of subscribing to a streaming service: 45% say they’d be more likely to subscribe (including 17.5% who’d be “a lot” more likely). Men, especially, would be enticed by AI features (57% would be more likely to subscribe versus 34% of women).

What’s more, 57% of US consumers would be prepared to pay more for their existing TV streaming service if it introduced the AI features that most interest them. Again, men are significantly more likely to be prepared to spend more: 69% say they’d tolerate a subscription fee increase, in contrast to only 46% of women.

53% of men would pay at least $3 extra per month for AI features versus 32% of women.

So just how much more are people willing to pay? An extra $3-$5 per month would be acceptable to the highest percentage of consumers (21.5%). A further 15% would only be prepared to pay an additional $1-$2, but the remaining 20.5% say they would pay over $5 extra, showing just how much value this could add for streamers. Consumers aged 31-49 are the most willing to pay increased subscription fees: 64.5% would pay more, versus 59% of 18-30s and 46% of over 50s.

Who’s prepared to pay more for AI features?

• 60.5% of Netflix subscribers 
• 57% of Amazon Prime subscribers
• 60% of Hulu subscribers
• 61% of Disney+ subscribers
• 58% of Paramount+ subscribers
• 63% of HBO MAX subscribers
• 78% of YouTube TV subscribers
• 72% of Apple TV subscribers

UK results

Personalised trailers are top of the most-wanted list for Brits 

AI enables rapid creation of engaging trailers by using scene detection to select compelling clips. When combined with viewing history, the technology can create trailers tailored to viewers’ interests. Nearly 70% of UK consumers say they’re interested in this feature, which would aid content discovery and secure new eyeballs for older content [view UK results dashboard]. 

The next most sought-after AI feature is conversational search. Natural-language interfaces allow viewers to simply speak requests (“Show me action movies with a happy ending”) and even query within video (“Find the moment she says ‘I love you’”). It’s a feature that 66% of streaming customers would like access to. Equally appealing are dynamic soundtracks: 66% of consumers are interested in soundtracks that adapt to a viewer’s hearing profile or ambient noise level. 

Meanwhile, 61% would appreciate dynamic content suggestions that factor in time of day, device type, even weather or local events to tailor recommendations – surfacing short comedies during lunch breaks or epic dramas on weekend evenings. A significant percentage of consumers are also interested in AI remastered and enhanced archive content (64%), and recap reels that allow viewers to catch up on entire seasons or movies (59.5%). A further 58% would be interested in “choose-your-path” storylines that adapt on the fly – altering dialogue, pacing, or even endings based on individual preferences. 

It’s worth noting that UK consumers aged 18-30 show the most interest in AI features. And they’re significantly more interested than 31-49-year-olds in some features, such as AI chatbots for real-time support and content recommendations (61% versus 52%), content for AR/VR headsets (59% versus 45%), and recap reels (68% versus 59%). 

Men are fans of AI-enhanced live sports

AI can enhance live sports with tailored on-screen stats, graphics, and virtual commentators. While this feature appeals to 55% of UK consumers overall, delving into the demographics shows men are significantly more interested than women (63% versus 47%).  

Men also express higher interest in AI-driven immersive viewing modes to convert content for AR/VR headsets: 50% say they’re interested in this feature versus 42% of women. Meanwhile, they’re more likely to want to take advantage of dynamic soundtracks. Nearly 71% of male TV streamers are interested in this, in comparison to 61% of women. 

Restoring and enhancing archive content with AI is a great way for streaming platforms to engage contemporary audiences with old movies or music recordings. Male consumers, in particular, are excited at the prospect of this: 68% say they’re interested, but only 59% of females are interested in AI remastered content. 

Overall, men are generally more interested in AI features, but women do show strong interest in AI-generated trailer reels (71%) and conversational search (67%). 

AI features can justify subscription charge increases

Investing in AI-driven features offers streaming platforms potential profitability through both customer acquisition and increased subscription fees. AI features boost subscription likelihood for 49% of consumers (including 16% who’d be “a lot” more likely to subscribe). Men are particularly drawn to AI features when assessing streaming platforms (55% would be more likely to subscribe versus 43% of women).

What’s more, 61% of UK consumers would be prepared to pay more for their existing TV streaming service if it introduced the AI features that most interest them. Again, men are more likely to be prepared to spend more: 63% say they’d accept a subscription fee increase, in contrast to 58% of women.

40% of men and 39% of women would pay at least £3 extra per month for AI features. 

Consumers are willing to pay a surprising amount more for AI features. An extra £3-£5 per month would be acceptable to the highest percentage of consumers (29%). A further 21% would only be prepared to pay an additional £1-£2, but the remaining 10.5% say they would pay over £5 extra, representing an impressive return on investment for streaming services. Consumers aged 18-30 are the most willing to pay increased subscription fees: 60% would pay more, versus 49% of 31-49s and 40% of over 50s.

Who’s prepared to pay more for AI features?

• 62% of Netflix subscribers 
• 47% of Amazon Prime subscribers
• 65.5% of Disney+ subscribers
• 84% of YouTube TV subscribers
• 76% of Apple TV subscribers
• 73% of NOW TV subscribers