SK Broadband's generative AI media service "B tv A.dot" has recorded 1.7 million monthly active users. Some 55 percent of customers who explored content using AI went on to select content, it showed.

SK Broadband announced the findings on Sept. 17, marking the second anniversary of the launch of "B tv A.dot" and releasing an analysis of changes in customer behavior.

Launched in September 2024, B tv A.dot has logged more than 21 million monthly conversations. B tv A.dot is an AI-based media service that lets users browse video-on-demand (VOD), online video services (OTT) and live broadcasts through natural-language dialogue.

According to SK Broadband, 55 percent of customers who held media-related conversations on B tv A.dot chose content based on AI answers. Users can find content by entering mood, genre or viewing situation even if they do not know the exact title of a movie or drama, or an actor's name.

Customers who continued to use the service also consumed relatively more content. Customers who used B tv A.dot for 5 consecutive months had 1.7 times higher monthly average A.dot usage days, 1.8 times higher conversation volume and 1.6 times higher VOD viewing time than non-users.

The streaming usage rate, including VOD, YouTube and OTT, was 80.4 percent among B tv A.dot users, 3.3 times the 24.1 percent rate of non-users. The VOD purchase rate was also 5 percentage points higher among A.dot users than among B tv customers overall.

SK Broadband recently launched "B tv+ Max", a subscription plan that added content from the three terrestrial broadcasters, as well as an "AI 5 set-top box". It plans to combine AI-based content discovery with subscription plans and devices to expand B tv into a smart media hub.

To mark the second anniversary and the Chuseok holiday, it will run a B cash giveaway event from Sept. 18 to 27. It will offer 1,000 B cash points each to 40,000 customers who talked with B tv A.dot and to 10,000 customers who started a first conversation, and will award 50,000 points to 10 winners by lottery.

Chang-min Yoo (유창민), head of Btv service planning at SK Broadband, said, "Over the past 2 years, we have clearly confirmed through usage data that 'B tv A.dot' goes beyond content discovery and leads to actual usage behavior." He said, "Going forward, we will more precisely understand customers' preferences and situations to provide a more advanced AI media experience that spans content recommendations, benefits and the purchase experience."