Media Enterprises Unify Data, Automate Content Operations

Companies adopt coordinated systems and governed AI for efficient, reliable delivery and accurate personalization and localization, ISG Provider Lens^® reports say

STAMFORD, Conn.--(BUSINESS WIRE)--Media and entertainment organizations worldwide are integrating data and automating processes across multiple functions to enhance subscriber experiences and business outcomes, according to two new research reports published today by Information Services Group (ISG) (Nasdaq: III), a global AI-centered technology research and advisory firm.

The 2026 ISG Provider Lens^® global Telecom, Media and Entertainment AI-Native Transformation Services ― Monetization and Platform Transformation Services report finds that streaming growth and changing viewer behavior are exposing the shortcomings of complex technology environments that slow adaptation. The global Telecom, Media and Entertainment AI-Native Transformation Services ― Content, Experience and Interactive Services report finds that the growing diversity of formats and markets are straining supply chains built for linear distribution.

“Media organizations need flexible technology environments that maintain everyday services while responding to viewer expectations,” said Rajib Datta, partner, ISG. “Integrated data foundations and scalable automation help organizations coordinate content, audience and commercial workflows across complex operations.”

Media enterprises are replacing fragmented, static systems with modular, cloud-native architectures that can evolve to handle new over-the-top (OTT), asset management and streaming workflows. APIs, microservices, containers and DevOps methodologies allow teams to update individual functions without replacing complete technology estates. This approach preserves service continuity while supporting multiscreen distribution and continuous modernization for global audiences. It also increases the importance of automated quality testing and certification of a wide range of devices, including smart TVs, mobile devices and gaming platforms.

Companies are connecting advertising, subscription, billing and programming information across internal teams and external partners through shared interfaces. They are also implementing privacy-first targeting and attribution using first-party data strategies, identity resolution and contextual intelligence support. The resulting visibility helps organizations coordinate measurement and broad performance management across linear and digital channels. Shared records reduce disconnected decisions between technical and commercial functions, strengthening coordination throughout the organization.

Many organizations are deploying AI and agentic automation for content ingestion, metadata enrichment, localization, quality checks and packaging. These enhancements reduce manual handoffs in production and distribution and let companies manage growing volumes of assets without delaying releases. AI-enabled dubbing, subtitling and translation support culturally relevant releases at greater scale with quality controls for each market. AI can also make titles easier for viewers to find across services.

Media companies are expanding real-time recommendation engines that respond to viewing behavior, context and device type in real time. With tailored experiences, they aim to strengthen subscriber engagement and retention. Organizations are embedding digital rights management, anti-piracy controls and data privacy into workflows while supporting diverse, region-specific regulations.

“Every media title must reach the right audience in the right form to generate maximum value,” said Yash Jethani, ISG principal analyst and lead author of the report. “Competitive service providers can help companies build secure, adaptable pipelines that make this possible across multiple markets.”

The reports also explore other media and entertainment technology trends, including growing interest in AI agents for monitoring, planning, anomaly detection and reconciliation, plus increasing adoption of automated quality engineering and device certification.

For more insights into the technology and transformation challenges faced by media and entertainment enterprises, along with ISG’s advice for addressing them, see the ISG Provider Lens Focal Points briefing here.

The Monetization and Platform Transformation Services report evaluates the capabilities of 45 providers across two quadrants: Media Cloud & Platform Engineering Services and AI-Driven Monetization, AdTech & Revenue Operations.

The report names Accenture, Capgemini, Cognizant, EPAM Systems, HCLTech, LTM, TCS and Wipro as Leaders in both quadrants. It names Hitachi Digital, Jellyfish Group, Publicis Sapient, Tech Mahindra, TP and Virtusa as Leaders in one quadrant each.

In addition, Amdocs, Genpact, Globant and Tata Elxsi are recognized as Rising Stars — companies with a “promising portfolio” and “high future potential” by ISG’s definition — in one quadrant each.

The Content, Experience and Interactive Services report evaluates the capabilities of 40 providers across two quadrants: AI-Driven Content Operations & Supply Chain Services and OTT, Streaming & Audience Experience Services.

The report names Accenture, Capgemini, Cognizant, EPAM Systems, HCLTech, Infosys, TCS and Wipro as Leaders in both quadrants. It names Genpact, Globant, LTM, Sutherland, Tata Elxsi, Tech Mahindra and TP as Leaders in one quadrant each.

In addition, Persistent Systems, Sutherland and Tech Mahindra are recognized as Rising Stars — companies with a “promising portfolio” and “high future potential” by ISG’s definition — in one quadrant each.

Customized versions of the report are available from Cognizant and Persistent Systems.

The 2026 ISG Provider Lens global Telecom, Media and Entertainment AI-Native Transformation Services ― Monetization and Platform Transformation Services report is available to subscribers or for one-time purchase on this webpage. The global Telecom, Media and Entertainment AI-Native Transformation Services ― Content, Experience and Interactive Services report is available here.

About ISG

ISG (Nasdaq: III) is a global AI-centered technology research and advisory firm. A trusted partner to more than 900 clients, including 75 of the world’s top 100 enterprises, ISG is a long-time leader in technology and business services that is now at the forefront of leveraging AI to help organizations achieve operational excellence and faster growth. The firm, founded in 2006, is known for its proprietary market data and research, in-depth knowledge and governance of provider ecosystems, and the expertise of its 1,500 professionals worldwide working together to help clients maximize the value of their technology investments.