Astro picks ThinkMediaAI to enhance viewer engagement on sooka

June 19, 2025

1 minute read

Malaysian media and content company Astro has renewed its working relationship with ThinkAnalytics by choosing the latter to drive viewer engagement on its sooka streaming service.

Astro went live with ThinkMediaAI at the end of April, and it is already reporting that ThinkMediaAI’s personalised user experience and enhanced content discovery is increasing usage and viewing time.

sooka features a mix of free, ad-supported channels, including free ad-supported streaming television (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 with third-party platform providers.

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.

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 more seamless and enjoyable experiences.”Peter Docherty, CTO & 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.” 