Smarter Monetization Starts with Smarter Systems: The Value of Data-Driven BSS Transformations

As digital disruption accelerates, PayTV providers are under increasing pressure to evolve. Static pricing models, rigid subscription tiers, and legacy back-office systems can no longer support the personalized, dynamic experiences customers now expect. 

In response, providers are more open to Business Support System (BSS) transformations—powered by advanced analytics and AI—to unlock new paths to monetization.

Modernizing BSS infrastructure isn’t just a technical upgrade—it’s become a strategic must-have. Recent insights from leading consultancies, including EY and PwC, highlight the growing divide between customer expectations and the capabilities of traditional systems. PayTV providers, to stay relevant and competitive, must shift from these, let’s just say it, ‘monolithic’ architectures to agile, cloud-based platforms that empower rapid innovation.

Breaking Free from Legacy Constraints

Legacy BSS platforms were built for simpler times—standard content bundles, fixed pricing, and linear viewing habits. The modern digital-first consumer demands more: content curated to their preferences, pricing aligned with usage, and seamless, omnichannel experiences.

As outlined in an earlier post, breaking away from monolithic systems is essential for enabling business agility. Modern BSS solutions are designed to be modular, interoperable, and cloud-native—allowing providers to launch, test, and scale new offerings with unprecedented speed.

This flexibility is central to the approach of the Evergent End-to-End Monetization Platform. Rather than ripping and replacing existing infrastructure, this proven solution is designed to integrate with legacy systems while layering on advanced capabilities like dynamic pricing, real-time segmentation, and personalized promotions. The result: faster time-to-market and lower transformation risk.

Data and AI Revs Up the New Monetization Engine

With flexible architecture in place, the real value lies in how providers use their data. Next-gen BSS platforms unify customer data from billing, content, CRM, and third-party systems to create a comprehensive view of the subscriber journey. This integrated intelligence fuels smarter decision-making and more effective revenue strategies.

As noted by the authors of a recent EY report on media and entertainment trends to watch in 2025, companies are doubling down on AI tech to not only accelerate content production, but to “facilitate more efficient content distribution, scale personalized marketing efforts and bolster monetization.”

The report continues, “As a critical first step, IT leaders will need to organize and synthesize their vast stores of data to enable AI applications.”

When it comes to those AI-powered recommendations that personalize the content experience to predictive analytics that forecast churn or upsell opportunities, data is no longer just a support function—it’s a growth engine. Adaptable, cloud-based platforms like Evergent’s enable PayTV providers to act on these insights in real time, optimizing offerings based on individual behavior and value potential.

Dynamic Pricing and Personalized Bundles

Traditional pricing models are increasingly out of step with how consumers engage with content. Today’s subscribers want options that reflect their actual usage—whether that’s binge-watching sports, accessing niche content, or switching between devices.

With agile BSS infrastructure, PayTV providers can implement dynamic pricing strategies that respond to user preferences and willingness to pay. Personalized bundles can be configured on the fly, delivering more perceived value while maximizing average revenue per user (ARPU). The configurable catalog and promotion engine of the Evergent End-to-End Monetization Platform supports exactly this kind of pricing experimentation, without the need for months-long development cycles.

Intelligent Segmentation and Targeted Offers

The ability to segment audiences based on behavioral and predictive models is another monetization game-changer. Instead of generic promotions, providers can craft targeted offers for distinct customer profiles, like sports fans, families, or high-value streamers.

Modern BSS platforms enable this level of granularity. By breaking down data silos and enabling real-time analytics, they empower marketing and retention teams to proactively engage the right customers with the right offers at the right time.

Future-Proofing PayTV Monetization

As the industry evolves, success will increasingly depend on the ability to respond quickly to consumer trends and competitive pressures. A phased transformation strategy—starting with a unified experience layer and evolving toward full BSS modernization—is often the most effective path.

In the aforementioned EY report on M&E trends, the authors leaned in fully to the movie plot parallel in offering the following summary: “As M&E companies follow their hero’s journey, those that remain strategic in the execution of their transformation agendas will be well-positioned for victory.”

With its proven ability to support complex migrations, multi-brand strategies, and global monetization at scale, Evergent is helping leading providers transition from static systems to intelligent platforms built for growth. By combining the configurability of SaaS with the operational rigor of enterprise-grade systems, Evergent enables PayTV operators to innovate without compromise.

In a market defined by personalization and speed, the shift from monolithic to modern BSS is more than a technical upgrade—it’s a business transformation. Set up time today with one of our monetization experts to explore a foundation for this shift with Evergent.