Chennai/Singapore: An Indian-origin startup is redefining global entertainment by introducing a data-driven solution to predict audience engagement before release. Quanten Media, founded by serial entrepreneur Vijay Anand, has launched a biometric-based quantitative pre-release audience testing platform designed to help studios understand real-time viewer responses.
The Singapore-based company, already working with an Oscar-winning distributor as a paying client, has successfully tested over 40 films and is scaling its operations globally.
Anand, who earlier played a pivotal role as the Head of Incubation at IIT Madras and helped build unicorn Uniphore, brings extensive experience in data-driven transformation across industries.
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Quanten Media: Applying the “Moneyball” Approach to Movies
The entertainment industry spends nearly $150 billion annually on films and TV shows, yet 93% of productions fail commercially. Vijay Anand drew parallels between Hollywood and professional sports, where data analytics revolutionized decision-making. “The entertainment industry was ripe for the same data-driven transformation that revolutionized sports through Moneyball,” Anand stated.
Traditional audience testing has relied on surveys and focus groups, which often fail to capture genuine reactions. In contrast, Quanten Media uses biometric signals such as eye-tracking, heart rate variability, and micro-expressions to deliver second-by-second engagement analytics.
Hollywood Validation for Quanten Media
The startup gained industry validation when an Oscar-winning distributor adopted its platform. A video featuring this collaboration amassed over 450,000 views on YouTube and 38 million views on TikTok. The film tested through Quanten Media’s system later achieved a 98% Rotten Tomatoes score, reinforcing the platform’s accuracy in predicting audience sentiment.
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“Validation from Oscar-winning distributors shows that our technology resonates with the industry’s most sophisticated players,” Anand noted. “They are paying for actionable insights that influence real distribution decisions.”
Quanten Media’s Technology Advantage
The platform leverages machine learning algorithms to transform raw biometric signals into a proprietary 23-parameter engagement model. It directly maps audience data to scripts, scenes, and narrative beats, helping creators identify pacing issues, emotional peaks, and drop-off points with unmatched precision.
Interactive dashboards provide creative teams with detailed insights, enabling data-driven decisions before significant marketing or distribution investments are made.
Indian Innovation on the Global Entertainment Stage
Quanten Media’s rise highlights a growing trend of Indian entrepreneurs shaping category-defining companies on a global scale. The startup is actively expanding its reach to key content markets, including India, Korea, and the UK.
“Two unstoppable arcs will define the decade ahead,” Anand explained. “AI will embed into workflows, freeing up millions of human work hours, and people will seek richer entertainment experiences with their time. Quanten Media is positioned at the intersection of these trends.”
With a growing client pipeline of more than five major studios, the company is now in early-stage discussions with investors to raise seed funding as it moves to become the analytics backbone of the entertainment industry’s digital transformation.
