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Video discovery The new streaming battleground

Report by Tim Mulligan
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The 20,000 foot view: Now that video streaming consumer activity is mainstream (Netflix WAU is currently at        the challenge is for video to maintain its dominance over competing media formats. At the heart of all this is surfacing relevant content – an area where TV has traditionally dominated. TV search needs to be rebooted for the on-demand era. This means taking best practice from digitally native propositions, such as games and social media, to make sure relevant content cut through to paying subscribers.

Key Insights

  • Personal recommendations are key to content discovery at        penetration
  • Peak attention increases the consumer preference for personal recommendations 
  • This has now de-facto transformed a peak attention coping mechanism into a recommendation mechanism
  • New TV content is thus still a peer-led discovery process
  • In contrast, planned digital discovery is clearly failing for streaming audiences
  • However, PVOD consumers are significantly more lean-in with their show research requirements, with        using official social media accounts for additional show info (compared to the consumer average of       
  •        of consumers identify the ‘new release’ section as their main source of new content discovery, compared to        who rely on personalised recommendations from streaming services 
  • Only        of consumers rely upon TV ads to discover new content 
  • ROI metrics from commissioning will increasingly require showrunners to be empowered to create compelling and differentiated content

Companies and brands mentioned in this report: Amazon, Amazon Prime Video, Apple TV+, Comcast, Disney, Disney+, HBO Max, Netflix, Paramount+, Peacock, ViacomCBS, Warner Bros., Warner Media

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