Zach Rothwell is on a mission to bring greater transparency to the film industry, one that continues to face criticisms of backchannel operations, far-removed from creators and fans alike. Rothwell, Founder and CEO of Apeflix, an AI-powered, decentralized streaming platform, is pioneering a shift that stands to radically transform content discovery in ad-supported video on demand (AVOD).
“Transparency is key,” says Rothwell. “At Apeflix, we are focused on using AI to bring authentic recommendations to the user.” Combining cutting-edge AI with a deep understanding of film and Web3 technologies, Rothwell started Apeflix to solve a problem that has plagued users and content creators for streaming services for years: content discovery. The vision driving Apeflix is to not only simplify how consumers find content, but also to create more value for creators in an ecosystem long-dominated by opaque algorithms and restrictive gatekeepers.
Transparency Through AI: A New Era for AVOD
Major streaming platform use algorithms to serve recommendations based on what the platform wants users to watch, not necessarily what they’d enjoy or what fits their preferences. “It’s about cutting through the noise and providing content that genuinely aligns with what people want, not just what platforms are pushing for their own benefit,” says Rothwell. This transparency is central to Rothwell’s vision for transforming AVOD platforms into user-centric, community-driven spaces where audiences are not just passive consumers but active participants in content discovery.
For Rothwell, AI is not just a tool for enhancing user experience but a powerful enabler of both transparency and fairness. His AI-driven model offers viewers genuine content recommendations, reducing the frustration that often comes with endless scrolling through streaming platforms. Instead of relying on generic, sometimes misleading, algorithms, AI can consolidate a range of sources, such as reviews, articles or community feedback, into unbiased, meaningful suggestions that better serve the viewer.
Empowering Content Creators: AI as a Co-Pilot
As the film industry continues to grapple with the implications of AI, particularly around automation and content creation, Rothwell maintains that AI should be viewed as a tool to greater autonomy and creativity for creators. “In filmmaking, AI tools are already being used to streamline labor-intensive tasks like CGI and VFX, allowing creators to focus on the artistic aspects of their projects,” he says. “But it’s also about using AI to reduce the time and energy required to discover the right content, market it, and engage with audiences.
This is particularly vital in an industry where middlemen—distributors, platforms, and aggregators—often take a significant share of revenue. “Direct-to-platform and direct-to-fan content creation allows creators to keep more of the value they generate and build stronger, more sustainable relationships with their fanbases in the long-term,” explains Rothwell, whose raison d’être to developing AI-powered solutions in this space comes out of a real desire to improve the efficiency of content creation and help creators connect directly with their audiences.
Revolutionizing Film Reviews: Engaging Audiences
One of Rothwell’s more innovative AI-driven initiatives is Apeflix’s new film review system. Currently, film reviews on platforms like IMDb or Rotten Tomatoes can be manipulated, leaving users uncertain about the authenticity of ratings. Rothwell addresses this issue by developing a more immersive and community-driven review experience. “We’re using AI to reimagine how reviews can be captured,” Rothwell shares. “Rather than relying on traditional rating systems that can be easily manipulated, we’re creating an AI-powered chatbot that interviews users about their viewing experience.” This makes the review process more engaging and accessible, capturing a wider range of opinions and reflecting the diversity of the audience’s views.
Through this approach, Rothwell hopes to democratize the review process, allowing more voices to be heard and providing more nuanced feedback that better reflects the complexities of film. The goal is to move beyond simple star ratings to create an interactive platform where users’ experiences and insights can shine, giving future viewers a richer understanding of what they’re about to watch while also addressing a common pain point for many: people who ask questions during movies.
Harnessing Data to Build a Creator-Centric Future
Beyond improving recommendations and reviews, Rothwell is also working on integrating data from various sources into a unified platform to change the way content is discovered. The film and streaming industries have long been closed off in terms of data transparency. Competitors in the AVOD space—like Amazon Prime, Netflix, and Hulu—keep their viewership and engagement metrics close to the chest. But Rothwell sees the future differently.
“We are at a point where the industry can no longer afford to operate in silos,” Rothwell insists. “AI will help bring together disparate sources of data—viewing habits, audience feedback, social media discussions—and consolidate them in a way that benefits everyone.” Embracing transparency and data-sharing in this way, means a more open ecosystem where content discovery is more accurate, and creators can see real-time feedback on their work.
Rothwell is not just building another AVOD platform—he’s shaping the future of streaming. As Apeflix continues to push the boundaries of what AI can do in the streaming space, one thing remains clear: his focus is on building a more creator-centric industry, one that rewards both audiences and creators in new, meaningful ways. To stay up to date on Rothwell’s journey and the latest developments at Apeflix, follow him on LinkedIn or visit his website.
