Predicting the Perfect Binge: The Future of Streaming Content Curation

With so many streaming options available, it’s easy to feel overwhelmed. If you’ve ever spent more time scrolling for your next binge than actually watching it, you know the struggle. But here’s the good news: there’s a smarter way to discover content.

Predictive content curation doesn’t just lump users into broad categories (sports fans = sports podcasts). It digs deeper, surfacing unexpected connections and crafting discovery journeys that keep people hooked. Think of it like a personal stylist—only for what we watch, read, and listen to.

The Power of Predictive Content Curation 

Predictive content curation uses deep learning to uncover hidden gems users didn’t even know they wanted. Picture a sports fan suddenly hooked on indie horror films, or a die-hard Beyoncé fan discovering the Seratones. The connection was always there, but impossible to spot without digging deeper than surface-level suggestions.

By using deep learning to spot unexpected patterns, brands can turn mindless scrolling into exciting discoveries and strengthen the bond with users. In an industry where platform hopping is the norm, predictive curation is the key to boosting retention and preventing churn.

Take Amazon Music, for instance. With five million newsletter subscribers and a wealth of user listening data, they needed a way to turn all that info into 1:1, visually compelling email content. 

They partnered with Movable Ink to help build an Artist Follow API to deliver tailored song and album recommendations based on user preferences. This allowed Amazon Music’s marketers to create automated, scalable campaigns that kept listeners engaged and saved them hours of work. 

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Bringing Predictive Curation to Life

Brands can bring predictive content curation to life within their marketing channels by infusing real-time, personalized recommendations across communications. 

Rakuten Viki wanted to help fans discover their next binge-worthy show, so they treated users to a curated show suggestion through a fun scratch-off experience, available via email and in-app messages.

Scratch-offs give marketers the perfect opportunity to include a predictive suggestion in the reveal, powered by deep learning algorithms via API, to deliver even more relevant content.

You didn’t think we’d skip AI in a blog about predictive curation, did you? AI-driven personalization enables large-scale email campaigns that adapt and respond to user interactions in real-time, revealing hidden interests and uncovering new ways to attract customers. It's like having a marketing assistant that learns and evolves alongside your audience.

Victoria's Secret recognized the importance of working smarter, not harder, and embraced AI to individualize every customer interaction. With AI in action, they can now send countless variations of emails, each uniquely tailored to the preferences and shopping history of each customer. 

Marketers can take it even further by leveraging AI to pair content from the creative library in a predictive way. Instead of treating each piece of clothing as a simple product SKU, think of each content asset—whether it's a style, trend, or campaign element—as its own SKU. This approach allows for testing combinations, discovering affinities, and cross-selling in ways that expand customer interests, like shifting from sports content to documentaries. It’s predictive, personalized, and designed to keep your audience engaged.

With so many choices out there, it’s easy to get stuck in a scrolling vortex. But with predictive curation, content discovery becomes smarter—it’s not just about what your customers are loving now, it’s about what they’ll love next. Check out the related content below for more inspiration on how to spark engagement.