Algorithms and data analytics are making deeper inroads into screen production in Europe. As film and TV viewers migrate to the web, real-time data from streaming content provide an increasingly granular picture of taste and viewing patterns. It is possible for screen workers to leverage these data to drive creative decisions – whether it’s with insights from an internal analytics department, AI tools, or a streaming service. In fact, big data companies like Netflix and Amazon are currently investing heavily in European content. As a result, they are upending business models and restructuring power relations. What does this mean for film and TV talent in Europe?