Simplicity and convenience are becoming the main factors in the consumption of media content.
Having lost access to theaters and cinemas due to the pandemic, viewers have switched to watching video content at home. Streaming services have completely changed the user experience: most moviegoers prefer to watch premieres online.
Moreover, streaming services have ceased to be entertainment only for young people. People aged 55 and over made up more than a quarter of the streaming audience.
When choosing a device and platform for consuming media content, users primarily pay attention to convenience and simplicity. Then on the range of content, and only then on the quality. All the same the main competitive advantage is content.
The process of consumption itself flows smoothly into smartphones. Although consumers have access to PCs and plasma TVs at home, many of them still opt for smartphones.
Another feature of the streaming market is that its main players are not direct competitors. For the most part, the struggle for the audience is between classic content providers (cinema and TV) and new ones (video streaming), while in digital channels, subscribers are not fixated strictly on one service.
For example, some paid Netflix users have a subscription to Disney + and Hulu, in Amazon Prime in parallel. Each service has its strengths.
But despite this, an overabundance of content and the ever-growing demands of subscribers still force video services to look for new ways to attract and retain an audience: independently engage in the creation of films and series, improve the technological basis of services, and so on. The fight is for those statistical two hours that the average subscriber is willing to spend watching videos every day.
The growing demands of the audience make it necessary to look for an individual approach to various social, demographic and age groups, which differ greatly both in their tastes and in patterns of content consumption. And here new analytical tools come to the rescue, aimed at studying the interests of the viewer using OTT analytics.
The abundance of content, even within a single platform, makes the quality of the recommender system extremely important. All video services are constantly looking for ways to improve it, since it is it that primarily affects the effectiveness of viewer retention.
By studying the preferences of different audiences, some services expect to use this knowledge even to personalize trailers in the future. People of all ages, nationalities and tastes will see movie ads tailored to their preferences. Services are not just showing content, they are finding new ways to captivate viewers and immerse them in the world of the movie.
Streaming giants are trying to increase the reach of the audience around the world and start talking to each viewer in his language - and conquer the planet.
It seems that the practice of releasing subtitles in as many languages as possible does not really justify itself: after all, Indians, Brazilians or Albanians would rather watch their albanian TV ( or if you like it original “tv shqiptare”) and watch characters that they understand under understandable conditions, rather than guessing the motives of English-speaking characters.
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