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Content is Still King

When, where, how, how often and the volume of content we consume is evolving. #dematerialisation Every major content industry (music, video, books, video games and the press), individual company, personality and marketer is leveraging the opportunity to serve up more engaging content faster. #trending

Original programming is no different. Just this week, Jeffrey Katzenberg’s ‘NewTV’ startup with Meg Whitman as the CEO closed $1 Billion in funding aimed at the creation of bite-size original programming designed for smartphones. #consumeonthego

Investors included the major studios: Disney, Fox, Sony, Lionsgate, MGM, NBCU, Viacom, WarnerMedia, Alibaba, Liberty Global and Madrone Capital.

The creation, production and distribution of content is big business. The 3 biggest players in the OTT space, Netflix, Amazon Prime and Hulu, will have tripled their current expenditure on original content by 2022, spending a combined $ 10 billion annually.

(Pulled from a recent TechCrunch article): According to a new report from Conviva, streaming TV content consumption has more than doubled over the last 12 months, and is continuing to accelerate, with streaming TV viewing hours up 115 percent in Q2 2018 compared with the same time last year.

The report also indicated that North America remains the largest and fastest-growing audience for streaming TV. In this market, plays were up 124 percent and viewing hours were up 139 percent year-over-year, as of Q2.

Different types of content is being viewed on different devices, the report found. Streaming TV, in general, is shifting away from PCs (24% of plays) to mobile devices (49% of plays), especially for short-form content. But connected TVs (51% of viewing hours) are favored for long-form content. This supports findings from individual streaming TV providers as well – for example, Hulu recently said that 78 percent of its viewing takes place in the living room.

You get the picture.

Other content trends we’re watching:

Newsfeed

News content in particular has been disrupted and the manipulation of technology platforms like Facebook has jeopardized our trust. #newsfeed #fakenews

Context: 68% of American adults use Facebook as a primary source of media according to a recent Pew Research Center study and the number of American adults who believe the internet has had an overall positive impact on society has decreased by 6 percentage points since early 2014 (from 76% in 2014 to 70% in 2018). This is in addition to an increase from 8% to 14% of adults stating that the internet’s societal impact has been a mixture of good and bad.

It’s hard to tell if the Cambridge Analytica and privacy concerns contributed but, according to Pivotal Research, which analyzed data on domestic digital content consumption from Nielsen, from June 2017 to June 2018, Facebook’s family of sites saw its share of digital consumption drop two percentage points — from 17.2% to 15.2% dragging down aggregated time spent for all content measured, Facebook’s core property and Messenger declined by 10%, year-over-year. Even including Instagram and WhatsApp, the metric declined by 6%.

The Rise of Corporate Studios

Video, video, video. Syndacast, a leading digital marketing company in Asia, projects that by the end of 2018 79% of internet traffic will be video content. Which is why corporate PR & Marketing departments are evolving into newsrooms and studios producing curated content to serve their brand narrative strategies. It’s interesting to see traditional media editors tapped to lead these efforts.

Take former Fortune managing editor Dan Roth for example. He’s now the editor-in-chief at LinkedIn. “In his role, Roth oversees the global editorial team that handles curation of breaking insights on LinkedIn, creation of original articles and videos and the cultivation of new top contributors across the site.”

Good to know LinkedIn uses a combination of human editors and computer algorithms to detect important storylines, collect articles and serve them up. There’s a healthy debate there. What do you think?

Storytelling Fundamentals

We think a real story matters more now than ever. The fundamentals haven’t changed. When creating and sharing content / thought leadership, brands need to remember story fundamentals: who is their target audience and what new insights do they have to share based on experience and evidence. Offering multiple layers of content engagement is also important. Sure, your target audience may go straight to the snackable content for a quick bite but others need a main course, something of substance.

We’ll talk about the future of storytelling at Harvest Summit and hear from leading innovators on the front lines using technologies like AI, VR and AR to enhance the storytelling experience and define a new era of content production, distribution and consumption.

 

Published in Blog

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