One element that I like to focus on is that today, having more screens and devices implies greater media consumption. The “switched on” as we call the total number of people who consume TV, it is expanded and today involves a series of platforms and technologies that make up the total ignition, or as we call it today, “video on”. This has to do with the fact that we currently consume content that adapts to different formats.
The content is liquid because it adapts to the experience that each platform offers. This is a great challenge for the industry, not only from the point of view of changing the way content is generated, but also the economic challenge brought by the multiplicity of formats so that the user experience is better and can access them. in various situations. This promotes the development of audiences that, over time, ends up being the umbrella for all content.
That is why the ecosystem is changing from end to end: from the generation of content to how and where we consume it. In recent years, streaming platforms have developed strongly. In Latin America and Argentina, there is a strong development of streaming platforms where more and more companies participate and we already see this in our streaming measurements. We envision a trend in which the world of streaming begins to group itself into different levels of “tiers” or categories, either for the streaming business AVOD (advertising-based model), of SVOD (subscription-based model) or the mixed business between the two and for the live video business. This has to do with economic reasons and with the investment involved in keeping the various ecosystems healthy in terms of content and financially. This new model is being developed in the short and medium term.
Another factor to highlight is that beyond the importance that the mobile has due to the immediacy at our fingertips, the trend of “best possible screen”. This positions television as a technology at the epicenter of home video consumption. TV as a technology becomes the great multiplatform where news, sports and live video entertainment and on demand converge.
television streaming series movies
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In the field of advertising, a trend that we see clearly is new growth opportunities for advertising. In addition to the already consolidated formats, thanks to new technologies such as addressable TV, among others, new advertising concepts related to the Product Placement (here called PNT, Non-Traditional Advertising) in very innovative formats such as TV commerce and e-commerce, which is increasingly renewed. Undoubtedly, all this creates new opportunities for advertisers and the media.
Returning to the initial comment, it is clear that we are experiencing a very important paradigm shift in the industry and new business opportunities will open up for all the players in the media and advertising ecosystem.
Source: Ambito
