Vijay Anand, a well-known figure in the Indian startup ecosystem and a film enthusiast, used to host monthly “rooftop film festivals” at his office at The Startup Centre in Chennai. These gatherings brought filmmakers and technicians together to watch, dissect, and discuss the craft of filmmaking.
Over time, Anand observed a stark imbalance: while massive investments poured into content creation tools and post-release analytics, almost no effort was directed at closing the gap between production and audience insight–an oversight that could prevent a film’s failure before release.
“There was a glaring absence of tools that help creators understand whether their stories connected with audiences,” he recalls. “Coming from the startup world where lean frameworks allow constant testing, feedback, and iteration, the lack of quantitative audience feedback in the film industry felt like both a gap and an opportunity.”
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This realisation led him to found Quanten Media, a Singapore- and India-based startup offering tools that test content quantitatively using physiological data captured via subtle, wearable hardware. The goal: to help creators predict audience engagement before release.
The US$247 billion problem
Global spending on content reached US$247 billion in 2024. The industry has grown exponentially, from 40,000 pieces of content two decades ago to more than 250,000 TV shows and films today. Yet, Quanten’s internal data suggests that 93 per cent of content fails to meet minimum engagement thresholds, a failure rate unacceptable in most other sectors.
“Filmmakers still rely heavily on intuition and gut feeling, even in an era of ever-evolving audience preferences,” says Anand. “There are no practical tools that empower studios, distributors, and streaming platforms with actionable audience intelligence.”
Even in established industries like Hollywood, content testing is limited. While early-stage screenings with rough cuts are common, feedback typically comes from focus groups, where politeness skews responses. Participants may outwardly praise a film, yet rate it a “6” or “7” in anonymous surveys.
Other traditional tools, like audience dials, may work for short-form content, but they quickly lead to fatigue during longer formats, and users often struggle with how to respond in real time.
A lightweight solution for deep engagement
Quanten tackles this challenge through a blend of hardware and data science. Its lightweight wearables, shaped like 3D glasses, capture physiological data (eye movement, heart rate, and other metrics) during standard test screenings.
“The glasses are completely unobtrusive and enable precise, moment-by-moment measurement of viewer engagement,” Anand explains. This real-time data can approximate what audience ratings might look like upon release.
The platform also tests for meta-storytelling effects, such as how engagement shifts on second viewings, and helps distributors identify optimal demographics for targeted release strategies.
The science of attention
Surprisingly, Quanten’s biggest hurdle wasn’t technological; it was psychological.
Vijay Anand
“The main challenge was removing observer bias. We needed to ensure the audience didn’t feel like they were being watched,” says Anand.
The next steps involved ensuring data fidelity and developing algorithms that could interpret data through the lens of genre, scene type, and more.
For Anand, attention emerged as the most important metric.
“In entertainment, it all comes down to attention. The human mind is easily distracted. For someone to truly pay attention, the content has to engage—and that is the essence of visual storytelling.”
The grammar of genres
By analysing attention data across genres, Quanten uncovered striking patterns, claims Anand. “I could tell whether something was a horror film, action film, drama, or documentary just by looking at the attention graph without knowing the title or genre. Each has a unique ‘attention fingerprint’.”
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Beyond genre-specific structures, the platform also reveals universal patterns and cultural differences in viewer response.
Anand sees this as the foundation for “attention shaping,” akin to music theory for composers. This framework could guide storytellers in crafting emotional arcs and structural elements that resonate more deeply with audiences. “Much like music theory, it opens a world of possibility. These models don’t constrain creators—they support them in telling better stories.”
A diagnostic, not a directive
Quanten positions itself as a creative aid, not a replacement for artistic judgement. “It’s like taking a blood test. It may say you’re in perfect health or flag anomalies, but it’s still your choice how to act on the data,” says Anand.
Success hinges on identifying the right stakeholders. In production, producers are Quanten’s ideal customers. For distribution, marketing teams responsible for theatrical releases benefit most. Streaming platforms engage across both fronts—showrunners for production and marketing leads for audience insights.
“Our first paid engagement with Neon, the distributor behind Oscar winning movies such as Parasite and Anora. Neon engaged us to test their upcoming film using our platform,” he shares.
Beyond the silver screen
Quanten’s implications stretch well beyond entertainment, observes Anand. The attention economy is reshaping industries from advertising and education to live performances, politics, and gaming.
“We’ve had companies ask to test virtual product launches to see which visuals spark excitement, and then tailor follow-up messaging accordingly,” he shares.
This signals a broader shift in how visual communication is evolving with digital formats such as vertical shorts, YouTube narratives, and episodic storytelling.
“The best creators don’t treat platforms in silos. They use shorts for context, YouTube for character intros, and film for social watching. It’s all connected.”
The future of storytelling
With global content hubs now flourishing in London, Korea, Vancouver, and beyond, Anand believes the future lies in blending creative intuition with scientific audience insights.
“Just like music theory enhances—not limits—musical creativity, attention science can help storytellers intentionally craft meaningful experiences.”
In a market spending nearly a quarter-trillion dollars annually on content—and with audiences more fragmented than ever—the ability to understand and shape attention is no longer a luxury. It’s becoming a necessity.
Quanten is betting that this blend of artistry and science will define the next era of storytelling.
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