A television with the Philo logo on the screen
Philo, 2026
The streaming television business is filled with data, but one of the biggest challenges is figuring out the best way to assemble the data and put it to use in a way that actually improves the experience of subscribers.
Metadata is essentially "data about data." And in the context of streaming video, metadata includes everything from the program's title and release date to breakdowns of individual scenes or themes of the content.
While having access to that data allows streamers to improve content discoverability as well as track the performance of a specific title, streaming metadata is notoriously filled with inaccurate or nonsensical data. Which is why streaming platforms are increasingly turning to outside firms to provide clean data for internal use, as well contextualizing that internal data with what is going in the rest of the industry.
The live TV streaming service Philo is tackling these problems with a just-announced partnership with the streaming data and metadata platform Reelgood.
Reelgood tracks more than 300 streaming services across 25+ countries with a database of 4MM+ titles. As part of its deal with Philo, Reelgood will deliver daily-refreshed metadata covering Philo's complete catalog.
"We needed a metadata partner that could support our machine learning work at the level of quality and coverage it requires," said Sai Vuppalapati, Lead Product Manager, Data and Machine Learning, Philo, in a statement announcing the deal. "We chose Reelgood because of the depth of its metadata infrastructure, which is central to how we build content understanding and a recommendation system. We love that its cross-platform signals give us a meaningful view into what's trending outside our own network."
That sentiment was echoed in comments from Reelgood CEO David Sanderson, when I spoke with him following the announcement of this deal:
I think the problem that a lot of these companies run into is that they're using a data provider, or maybe a handful of data providers. They're getting feeds from the services or from the companies that they're licensing content from.
They're having to sort of mash it together. Then it's still got holes, they got to manually clean stuff, they got to check it, there's errors in it. I think what they liked about us in their previous role, and obviously now is it's just, we're a one-stop shop where they don't have to worry about any of that. The data is just nice, filled, clean, and matched in one nice package. They can go work on higher level stuff.
The analogy I always give for that is it's like with a chef, your chef shouldn't be peeling onions. You should let a chef work their magic. What we do is we've sourced the best quality ingredients for you. We have them chopped and cleaned and sitting on your counter so you can go do cool stuff with them. So that's kind of what we're doing with Philo.
Reelgood will also provide Philo with current and historical title availability across more than 300 streaming services, with records dating back to 2019. That allows Philo's content and licensing teams to know where a title has been available and during which windows.
The data will also provide Philo additional visibility into tracking how rival services are investing across genres and where licensing opportunities are emerging.
"Reelgood will help us better understand what our audiences want to watch and how to connect them with it," added Edward King, Chief Product Officer, Philo. "That means stronger recommendations across the content we already carry, and identifying gaps in our library where viewer demand is heading, so we can go out and acquire it. High-quality machine learning depends on high-quality metadata, and Reelgood gives us that foundation."
This story has been updated with comments from Reelgood CEO David Sanderson.
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