Astro selects ThinkAnalytics for sooka
June 10, 2025
ThinkAnalytics, a specialist in video content discovery and personalisation, has announced that Astro, the media and content company in Malaysia, has again chosen ThinkAnalytics to drive viewer engagement on its sooka streaming service. Astro went live with ThinkMediaAI at the end of April and is already reporting that ThinkMediaAI’s personalised user experience and enhanced content discovery is increasing usage and viewing time.
sooka features a mix of FAST channels and premium streaming services that showcase global and local live sports, Asian entertainment, children’s entertainment, and curated local originals.
ThinkMediaAI is the focal point of the personalisation experience and content curation on the sooka platform. By deploying ThinkMediaAI, sooka now delivers better content discovery and personalised content recommendations. This new platform also meets Astro’s needs for future-proof scalability and operational resilience.
A modular solution, ThinkMediaAI uses AI to increase user engagement and monetisation opportunities across subscription and addressable advertising. In addition, Astro deploys ThinkMediaAI for A/B testing, enhancing editorial curation workflows, and metadata enrichment. Astro has chosen to use ThinkMediaAI as a fully managed SaaS service running on AWS.
Euan Smith, Group CEO of Astro, said: “We’re excited to leverage the power of ThinkAnalytics’ AI to deliver the latest in personalised user experiences, search, and recommendations to our users. With the deployment of ThinkMediaAI on sooka, we can enhance viewer engagement and improve overall efficiency, while delivering a more seamless and enjoyable experiences.”
Peter Docherty, CTO and co-founder of ThinkAnalytics, added: “Astro has been a trailblazer in personalised user experiences in the region for a decade. With this deployment of ThinkMediaAI, Astro is continuing to use the latest AI to innovate in content curation, monetising its investments in content, and creating a market-leading entertainment experience, with the goal of making sooka the number one streaming app in Malaysia.”
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