Netflix says generative AI was used on about 300 titles
Netflix told investors most AI use happened in post-production, as the streamer pushes the technology to cut time and costs.
By Hana Yoshida · Markets Reporter
3 min read
Netflix said roughly 300 titles on its service have used generative AI, a disclosure that shows the technology is becoming part of the company’s production process. The company told shareholders in its second-quarter earnings letter that most of that work happened after filming, where studios often handle visual effects, editing and other finishing tasks.
Netflix said it is using AI tools to produce better work faster and at lower cost. The company did not provide a full list of the titles or say how much money the tools saved.
The examples Netflix named included Glory, Brasil 70: A Saga do Tri and The American Experiment. According to Netflix, those productions used generative AI for complicated visual sequences, including “enhanced crowds, historical battle sequences, and worldbuilding establishing shots.”
Netflix co-CEO Ted Sarandos said last year that the company used AI to make a scene in the sci-fi series The Eternaut, according to The Verge. Sarandos said at the time that the method was quicker and cheaper than the alternative.
AI becomes part of Netflix’s broader production push
The disclosure comes as Netflix puts more money and attention into artificial intelligence. The Verge has reported that Netflix acquired Ben Affleck’s AI startup and set up an AI animation studio.
The company is also using an AI-generated version of Gene Wilder’s voice in Wonka’s The Golden Ticket, a new reality show tied to the Willy Wonka property, according to The Verge. Netflix did not frame the latest shareholder update as a one-off experiment, saying it is using these systems more often across production work.
The use of AI in film and television remains sensitive for actors, writers and production workers, though Netflix’s shareholder letter focused on speed, quality and cost. The company did not describe any labor agreements, consent terms or production rules tied to the roughly 300 titles.
Revenue and engagement concerns
Netflix also reported $12.56 billion in revenue for the quarter. The company said it remains on pace to double advertising revenue to $3 billion.
In the same shareholder letter, Netflix addressed questions about viewer engagement. Those concerns followed a Bloomberg report that said Netflix has had trouble keeping audiences watching second seasons of some shows.
Netflix has been adding formats that compete more directly with free video services such as YouTube. Over the past year, the company has introduced video podcasts, short vertical clips similar to TikTok videos and plans to stream videos from digital media brands, including BuzzFeed, according to The Verge.
The Wall Street Journal also reported earlier this month that Netflix is considering always-on channels. Taken together, the moves show Netflix testing cheaper and more frequent programming formats while expanding its use of AI behind the scenes.
This story draws on original reporting from The Verge.