AgileTV – Hyper-personalized viewing and AI-optimized monetization: the future of TV services
Örjan Åberg, Product Owner A/V-workflow, AgileTV
As television consumption continues to evolve, service providers must embrace new technologies to remain competitive. The traditional model of content delivery, where viewers passively consume programming on rigid schedules, is long gone. Today, audiences expect seamless, personalized, and on-demand experiences that cater to their preferences, interests, and habits. At the same time, monetization strategies are becoming more sophisticated, moving beyond basic subscription models to incorporate advertising, hybrid AVOD/SVOD approaches, and real-time data-driven revenue opportunities.
AgileTV, formerly known as Agile Content, is at the forefront of this transformation. With its comprehensive suite of products and services, AgileTV empowers telcos and media companies to deliver exceptional TV experiences while unlocking new monetization streams through AI-driven innovations. By integrating hyper-personalization, AI-powered recommendations, intelligent voice search, and Server-Side Ad Insertion (SSAI), AgileTV enhances viewer engagement while maximizing profitability for service providers.
The super aggregation model: a unified content experience
Beyond monetization, telcos must also address the growing complexity of content aggregation. Consumers no longer want to manage multiple subscriptions and platforms individually. Instead, they look for a single, unified hub where they can access all their favorite content seamlessly.
AgileTV’s super aggregation model integrates multiple services—including Netflix and Disney+, regional content providers, and FAST channels—into a cohesive user experience. This simplifies billing and account management while enhancing customer retention for telcos. By positioning themselves as the ultimate content gateway, telcos can maintain control over the user relationship while offering unparalleled convenience.
AI plays a crucial role in AgileTV’s super aggregation approach by dynamically curating content based on user preferences, viewing history, and engagement patterns. AI-driven automation personalizes the home screen with relevant content while simplifying subscription management by consolidating multiple streaming services into a single interface. This level of automation enhances engagement, reduces churn, and maximizes revenue opportunities for telcos by ensuring that viewers find value in the platform.
The rise of hyper-personalized viewing
With multiple streaming services, traditional broadcasters, and digital-first platforms competing for attention, consumers face an overwhelming abundance of content. Without intelligent content discovery mechanisms, viewers spend more time searching than watching, leading to frustration and disengagement. To combat this, hyper-personalization has become essential, ensuring that audiences receive recommendations tailored to their individual tastes, behaviors, and even moods.
AgileTV harnesses AI algorithms that go beyond conventional metadata-based recommendations. Instead of relying only on genre classifications and past viewing history, AgileTV learns continuously, analyzing patterns like binge-watching habits and content preferences to refine recommendations dynamically.
This personalization extends across devices, allowing viewers to start watching on a smart TV, continue on a mobile device, and receive recommendations across platforms. As telcos and service providers aim to enhance customer retention, delivering this kind of frictionless experience is key to maintaining loyalty in an increasingly competitive market.
Voice search and NLP: the future of content discovery
Traditional TV guides and text-based search functions are becoming obsolete as users demand quicker, more intuitive ways to find content. The rise of smart assistants, voice-enabled remotes, and AI-driven search engines has shifted the way audiences navigate entertainment platforms. AgileTV leverages Natural Language Processing (NLP) to enhance content discovery, allowing viewers to find programming using natural speech.
Instead of requiring exact titles or predefined categories, AgileTV’s NLP engine understands conversational intent. For instance, a user asking, “Show me something exciting” might receive recommendations for action films, live sports, or thriller series based on their past viewing history. This level of contextual awareness improves engagement while making platforms more accessible to a broader audience, including those who may struggle with traditional search interfaces. By integrating personalized voice interactions, AgileTV refines search results based on speech patterns and previous queries.
AI-optimized monetization: unlocking revenue potential
The transformation of TV services is not only about user experience—it is also about sustainability and profitability. While subscription-based models (SVOD) have driven much of the streaming boom, audiences are increasingly seeking cost-effective alternatives. The rise of Free Ad-Supported TV (FAST) and hybrid AVOD/SVOD models presents new opportunities for telcos and content providers to generate revenue without alienating cost-conscious viewers.
AgileTV integrates Server-Side Ad Insertion (SSAI) to optimize ad delivery, ensuring that advertisements are placed seamlessly within content without disrupting playback. Unlike traditional client-side ad insertion methods, which often result in buffering or poor user experience, SSAI enables frame-accurate ad placement that feels organic. This allows for non-intrusive ad experiences, AI-driven ad targeting, and effective FAST channel optimization.
Targeted advertisement through SSAI works well with premium channels that have large user-bases and the economical space to split the CPM between several parties, including the relatively costly SSAI. Large user-bases also attract more generic campaigns for big brands, and careful targeting is not as important.
On the other end of the spectrum, FAST and niche channels are designed for dedicated but smaller audiences. While the technology exists, ad buyers have yet to fully adapt to this model. Content providers can increase ad value by sharing more targeting data, allowing for greater accuracy and relevance in ad delivery.
Emerging technology like SGAI (Server Guided Ad Insertion) will further improve monetization. SGAI can be explained as a combination of CSAI and SSAI, taking the best from both. The reference of where to fetch ad-material is in the playlist from backend, but playback of the ads and how this is mixed with streaming content is within the player-device. Here there is room for picture-in-picture, L-bars and other combined viewing with much use of AI for content-discovery and ad-placement.
As adoption grows in 2025, SGAI is expected to replace much of CSAI and SSAI, simplifying monetization for streaming platforms.
The future of TV services: flexibility, scalability, and profitability
As AI continues to shape the television landscape, the future of TV services will be defined by flexibility, scalability, and monetization innovation. Interactive content, gamification elements such as rewards and challenges, and multi-tenant scalability for diverse market segments will further enhance engagement and profitability.
By embracing AI-driven hyper-personalization, real-time monetization strategies, and seamless multi-service integration, AgileTV is not just adapting to industry changes—it is driving them. For telcos and media companies, AI-powered content aggregation and monetization set the benchmark for next-generation television services. The future is here, and it is smarter, more intuitive, and more profitable than ever before.
