London, 10 June 2025 – ThinkAnalytics, the global leader in video content discovery and personalization, today announced that Astro, the leading 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 personalized user experience and enhanced content discovery is increasing usage and viewing time.
sooka features a mix of free, ad-supported channels (including FAST) and premium streaming services that showcase global and local live sports, Asian entertainment, children’s entertainment and curated local originals.
The deployment of ThinkMediaAI for sooka is based on ThinkAnalytics’ proven track record as a leading recommendation engine provider in the media industry. Other factors that influenced Astro’s decision included ThinkAnalytics’ customer focus, support, and a solution that is designed to integrate seamlessly with third party platform providers.
ThinkMediaAI is the focal point of the personalization experience and content curation on the sooka platform. By deploying ThinkMediaAI, sooka now delivers better content discovery and personalized content recommendations. This new platform also meets Astro’s needs for future-proof scalability and operational resilience.
A flexible, modular solution, ThinkMediaAI uses AI to increase user engagement and monetization 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 personalized 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, said, “Astro has been a trailblazer in personalized 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, monetizing its investments in content, and creating a market-leading entertainment experience, with the goal of making sooka the number one streaming app in Malaysia.”
About ThinkAnalytics
ThinkAnalytics is the Emmy Award Winning world leader in AI-based content discovery and viewer analytics with its Think360 product suite, which enables video service providers, studios, broadcasters, and media companies to deliver personalized experiences to their users. Delivering content discovery and viewer insights to over 85 service providers serving approximately 500 million subscribers in 47 languages with 8 billion recommendations per day, ThinkAnalytics is the largest independent content discovery platform. Customers include Liberty Global, Vodafone, Deutsche Telekom, DirecTV, Sony Pictures Entertainment (SPE), DISH, BritBox International, Crunchyroll, Astro, stc, NOS, MBC, Proximus, Rogers, Channel 4, Tata Play, and TELUS.
PR contact:
Rachel Postlethwaite, Breakaway Communications, rp@breakawaycom.com
About sooka
sooka is the go-to streaming app for the best Malaysian entertainment, all the action in global and local LIVE sports, children’s entertainment and curated local Originals based on stories that Malaysians love. sooka offers simple, personalised sports and entertainment plans that are affordable and can be accessed via mobile devices or Smart TVs for you to enjoy anytime, anywhere, including the comfort of your home. For more information on sooka, visit www.sooka.my.