Spideo DNA Powers The Mediagenix Portfolio

Mediagenix has completed the integration of Spideo personalisation and recommendation capabilities across its Content Strategy, Content Value Management, and Content Scheduling solutions.

The company announced the acquisition of Spideo at IBC2024, and in the year since, has successfully unified its technology and talent across the portfolio and organisation. This milestone, which will be celebrated at IBC2025 (Stand 1.B57), strengthens the Mediagenix offering and positions the company to deliver even greater value to customers worldwide.

"The Spideo integration materially enriches the Mediagenix portfolio across the board. Every one of our solutions — content strategy, title management, scheduling, and personalisation — has been strengthened with intelligence that compounds value over time. Equally important, the tremendous talent that joined Mediagenix through the acquisition has added unique knowledge and expertise that continue to accelerate innovation for our customers," said Emmanuel Müller, Chief Product Officer, Mediagenix.

The Spideo recommendation and personal technology integration continue to accelerate the introduction of audience intelligence much earlier in the content pipeline, enabling strategic decision-making upstream in content strategy, curation, and scheduling. By shifting intelligence to these earlier stages, media companies can make better-informed choices when they matter most, driving stronger audience engagement, higher retention, and improved monetisation.

"It is deeply rewarding to see the DNA of Spideo come to fruition at this scale. What began as personalisation has now expanded into areas far beyond the initial scope, shaping strategy, operations, and monetisation across the entire Mediagenix platform," said Gabriel Mandelbaum, Spideo co-founder and VP Content Strategy & Management, Mediagenix.

At the core of this approach is the Self-Optimising Content Monetisation Flywheel, a framework that continuously feeds audience engagement data back into upstream processes, maximising content monetisation. With every cycle, operators refine content strategy and scheduling to improve outcomes, creating a system that gets more effective over time.

Customers are also realising measurable gains. Globo, Brazil's largest streaming platform, adopted Mediagenix personalisation/recommendations innovation to power discovery on Globoplay.

"Personalisation increases the lifetime value and shortens the payback on customer acquisition costs. Even our free-tier users create ROI through ad views, so personalisation helps us maximise value across both paid and free audiences. When we deliver the right content at the right moment, LTV rises, CAC payback becomes faster, and engagement goes up—users spend more time on Globoplay, return more frequently, and as a result, are less likely to churn," said Igor Macaubas, Director of Product & Engineering, Digital Products at Globo.

By replacing its legacy search with a Mediagenix recommendations engine, Globo achieved a 25% lift in user engagement. Internally benchmarked against alternatives, the Mediagenix solution outperformed on both relevance and engagement, providing greater impact through context-aware recommendations that helped redefine primetime. "AI-driven recommendations are the new prime time," insisted Macaubas.

Macau­bas recently joined Mediagenix and Devoncroft for a webinar on personalization and curation innovation, where he shared deeper insights into how Globo achieved these results. The webinar session is available on demand and provides a closer look at the strategies and outcomes behind Globo's success.

Mediagenix's rapid progress in this field has also been recognised by key analysts. Earlier this year, the company was named an IDC Innovator in the IDC Innovators: Media and Entertainment 2025 for its breakthrough approach to embedding personalisation across the content lifecycle.

Mediagenix will showcase the integrated portfolio and the self-optimising content monetisation flywheel framework at IBC2025 in Hall 1, Stand 1.B57. To book a meeting.

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