Discovery and Measurement Challenges For Content Producers In The SVOD Era
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Streaming video consumption continues to accelerate, still adding users in more mature markets and expanding at pace in emerging markets. Though the mix of value propositions and business models is diverse, the unifying theme is that power is shifting from traditional stakeholders to new players. Rule books are being rewritten as quickly as relationships are being redefined.
As with any consumer technology growth phase, audiences have unprecedented choice due to new entrants competing fiercely for their attention and spend. They are providing them with new ways to discover and consume, which in turn is changing viewing behaviour.
In stark contrast to the content choice given to audiences, streaming services are highly protective of their data to ensure they retain the upper hand in negotiations. This often means measurement has to be rethought from the bottom up. Meanwhile, just as streaming services start to acquire a degree of industry familiarity, messaging apps are fast emerging as the next big audience engagement platform, threatening to rewrite the just-rewritten rule book.
Companies and brands mentioned in this report: Amazon, Apple, Facebook, Google, Netflix, Nielsen