The shift in video broadcasting within the last 30 years can be attributed to the ways in which people interact with the content they consume. A study conducted by Cisco revealed that by 2022, online video will make up more than 82% of consumer Internet traffic.

But beyond the relationship consumers have to video content, there is so much more going on. Artificial Intelligence has been, and continues to revolutionize video by the way in which it enables personalization, higher engagement and meaningfully rich audience insights. The results? Digital publishers of any scale can diversify their revenue streams.

So how does this look? Netflix uses AI by leveraging user insights, and then, with a built-in algorithm, tracks the user’s behavior on-site, and generates personalized recommendations designed to direct viewers to content that will capture their attention once more. The results: upwards of 80% of program discoveries are made from the company’s machine-learning recommendations.