"AI Recommended Content, and Over 55% Actually Watch It"

[Financial News] Statistics show that more than half of customers who conversed with the AI regarding content on SK Broadband's generative AI service, 'B tv A-dot,' actually selected and watched the content. This analysis suggests that the AI is moving beyond the role of simply searching for or recommending content to influencing actual viewing and purchasing behavior.
SK Broadband announced on the 17th, marking the second anniversary of the launch of B tv A-dot, that it was found that 55% of customers who had media-related conversations on B tv A-dot over the past two years selected content through AI responses.
It is analyzed that conversational AI is playing a role in reducing the so-called 'content selection fatigue' that occurs during the process of choosing what to watch from among a vast amount of content.

Customers who used B tv A-dot consistently consumed more content. Customers who used B tv A-dot for five consecutive months had 1.7 times more average monthly usage days and 1.8 times more conversation volume than non-users or users who used it for less than one month. Their VOD viewing time was also 1.6 times longer.
Differences were also observed in the use of streaming services. The streaming usage rate for VOD, YouTube, and OTT among B tv A-dot customers was 80.4%, which was 3.3 times higher than the 24.1% of non-users. The VOD purchase rate was also 5 percentage points higher for B tv A-dot customers compared to all B tv customers.
However, further analysis is needed to determine whether the difference between usage and purchase rates is an effect of AI usage itself. This is because customers who actively use AI services may also be active content consumers to begin with. SK Broadband explained that the conversational exploration experience through B tv A-dot is leading to increased platform retention and content consumption.

B tv A-dot, launched in September 2024, currently has 1.7 million monthly active users (MAU) and over 21 million monthly conversations.
B tv A-dot is a service that enables users to explore content such as Video-on-Demand (VOD), Over-the-Top (OTT), and live broadcasts by conversing with AI using natural language. Even if users do not know the exact title or actor's name, they can receive recommendations for relevant content by stating their desired mood, genre, or viewing situation, such as "Recommend a popular drama these days" or "Find a movie to watch with my child."
SK Broadband plans to expand B tv into a 'smart media hub' by connecting AI-based search functions to content, subscription products, and set-top boxes. Recently, it launched 'B tv+ max,' an all-in-one subscription product that includes content from the three major terrestrial broadcasters, and also unveiled the 'AI 5 set-top box' based on a home object concept.
"Through usage data over the past two years, we have clearly confirmed the flow of B tv A-dot leading from content exploration to actual usage behavior," said Yoo Chang-min, Head of Service Planning at SK Broadband B tv. "Going forward, we will provide a more advanced AI media experience that encompasses content recommendations, benefits, and purchasing experiences by more precisely understanding customers' tastes and situations."
[email protected] Yoon Hong-jip Reporter