Is content still king? Yes, probably. But how we consume it is changing. Shifting sands of media and technology mean new ideas and new trends.
A big roundtable event was held in Central London to discuss and debate these changes. The discussion was held as Vodafone Passes launches. This offers people endless data to enjoy the content that matters to them. Experts from Netflix, Vevo, Amazon, and Twitter were among the industry’s finest in the discussion.
So, what six trends did they identify?
Fingers to the button, this trend is about watching your content quickly.
“We have 8 million members globally who have what we call ‘binge raced’, so they’ve watched an entire series within 24 hours. And then we see the binge cheating. Just under half the people who watch have admitted to watching ahead and they’ll watch the next episode because their partner isn’t around to watch it with them and they can’t wait.” ~ Christopher Whiteley, Netflix Director of Business Development, EMEA
2. The Big Bandwidth Society
Because all this content requires a good pipeline to deliver it.
“The gigabit society worldwide is going to happen. Unfortunately, it’s happening way too slow in the UK and we really believe it needs to move a lot faster with 5G networks and fibre to the home.” ~ David James, Vodafone Marketing Director
3. No friction in non-fiction
This trend is about quality. There’s so much content out there, people will simply switch-off if it’s not up to scratch.
“You can start something, and if you don’t like it? You stop and you watch something else, and it costs you nothing. So, you take that friction away, and what that means is that the bar gets set really, really high for what is a compelling TV programme. And there may be vast quantities of programmes being made now in more volume than ever, but I think we’re going to see more and more concentration and fewer and fewer things really cutting through.” ~ Christopher Whiteley, Netflix Director of Business Development, EMEA
4. From me to you – an appointment to view
People like to celebrate that they’re watching. Not dual-screening, but just letting friends know that they’re tuned in.
“The viewing behaviours around things like Netflix, we’re seeing a new behaviour where people are tweeting about the fact that they’re watching it but they’re not tweeting about the content, so actually it’s about the viewing occasion.” ~ David Wilding, Twitter Director of Planning
5. Express yourself – it’s the visual web
New channels means new ways for artists to express themselves.
“The talent, they now see their artform as a visual artform. People like Beyoncé create whole visual albums, which you couldn’t do previously because the cost barriers were too high and there’s a lot more platforms for the content to be distributed and viewed by fans.” ~ Jim Sanders, Vevo Director of International Business Development
6. But, will Tech kill the radiostar?
New technology is really pushing the boundaries.
“Alexa is changing the way people listen to music, and Alexa has brought music listening back into the home. Earlier this year we had our first month where we had more listening hours on Alexa than we had on mobile… In the US we now have a series of NFL football games we’re showing live on Thursday nights as part of Prime Video. Likewise, in Germany, we are producing live audio commentary on Bundesliga games which you can access through Echo; so we’re experimenting and we’ll see.” ~ Paul Firth, Director of Music, Amazon Music
— Paul Drury-Bradey (@thisisjukebox) November 1, 2017