New AI Platform Looks To Bridge The Streamer

Binj, a Hollywood-based startup, is utilizing big data and machine learning to help TV viewers solve the “What to watch next?” problem. Launched in 2020, the company aims to provide viewers with an unbiased tool to navigate the millions of pieces of content scattered across the globe’s +170 disjointed streaming networks.

For streaming services, Binj looks to help with increased retention and more genuine engagement with targeted audiences, particularly as it relates to discovery. Over the last week – as underscored by AT&T announcing it is merging its WarnerMedia assets with Discovery’s, and the closing of Amazon’s $8.5 billion acquisition of MGM – it is clear competitive dynamics and structural shifts are clear & present.

Further, the Samsung Ads Streaming Index report which was also released last week highlighted the volatility and challenges streamers face in this fiercely competitive market – with sub churn rates at a whopping ~50% for Q4 of 2021.

An industry insider recently noted that going forward, streamers will more heavily rely on third-party companies and external data, particularly including viewer behavior outside of their respective platforms.

Big Data & Neural Mapping of Titles Based on All “Living” Online Conversations

For Binj, the company has been deploying its AI suite of tools over the past three years to mine and process new data, particularly around contextual language and the interpretation of the audience’s emotional reaction as gauged in written reviews. With machine learning and analysis, the company’s AI has parsed >10 billion online film & TV reviews across movie ratings & social media platforms.

The utility of this analytical process and this unique neural data became clear for Binj last month in yielding two significant use cases—as an organic discovery tool for viewers and also a market intelligence tool for industry players jockeying for share and eyeballs.

Reviews Over Genre & Ratings for Viewer Discovery

One of the company’s data engineers accidentally discovered that through the company’s parsed neural database, Binj’s AI had clustered its +4 million titles by complex theme/emotion/contextual topic du jour (i.e. “a family’s determination during wartime” or “racism’s impact on society” or “the spirit of a winner”). By using the most common written elements in reviews and living language as the central search theme, Binj’s Neural Engine provides a more accurate search result that is more aligned with what the viewer is actually in the mood to see, according to the company.

“In contrast to merely profiling films simply by genre/title/cast, for the first time, we have sorted and indexed content based on all of the living conversations that have ever occurred around a title online. This collective ‘watercooler processor’ uses technology to ensure the viewer’s voices are not only reflected but central as it relates to the discovery process,” noted CEO & Founder Reza Hashemi.

Over the past decade, Hashemi has worked with large social media networks, tech companies & government entities in utilizing AI to better profile personality & emotional behavior based on online activity. A big impetus for launching the company was his observation that Hollywood had not adequately focused on this data/theme. He believes this data will unlock a wealth of untapped marketing intelligence, digital advertising & paid discovery opportunities for the company.

Data Discovery Impacting Strategic & Fundraising Shift

With the completion of the company’s pre-seed round in Q3 of 2020, and as Binj nears the completion of its current $4 million seed round, the recent data discovery not only changed the product roadmap but also notably affected conversations with existing and potential investors.

CFO, Steven Barrow Barlow, remarked, “Beyond the obvious platform implications, we’ve massively shifted our language to center on what we tangibly possess from a proprietary AI & data standpoint. Previously, it often felt like conversations were too heavily weighted on the community aspects of the platform. As we wrap up our seed round and implement these new data/analytic/search features, we believe Binj will not only drive an important evolution in the way viewers navigate content but also better enable streamers to connect with those on the couch.”