Versus, an AI start-up that has been operating in stealth mode, has emerged publicly with technology designed to help streaming platforms combat subscriber churn. The company creates interactive AI overlays that let viewers "play along" with what they are watching or reading, and it has already worked with major players including Disney+, Paramount+, HBO Max, the NFL, Lionsgate and Reddit. This matters because retaining subscribers is a costly, industry-wide struggle, with streamers spending heavily to win back viewers who drift away to platforms such as TikTok and Instagram.

When users point their phones at live sports, series or articles, Versus generates games, trivia, polls, predictions, leaderboards and prizes intended to keep them engaged on the platform rather than leaving. The firm, founded in 2019 by chief executive John Vitti, claims strong results, including 16% longer session lengths, retention lifts of 4.5% to 9.5%, content start rates above 53% and week-over-week retention near 70% among engaged users. Backed by investors such as Jeffrey Katzenberg, Eric Schmidt, Reid Hoffman, Kevin Mayer, Mark Burnett and Pluto TV co-founder Tom Ryan, Versus operates as a business-to-business provider but is also launching a direct-to-consumer platform, FourPlay.ai, aimed at live sports and events.