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“How Content Consumption Has Been Transformed in 2016” PDF Print E-mail
Thursday, 11 August 2016 07:35

Vision accounts for around 70%-80% of our sensory perception. In turn, videos and rich media are the most efficient means for storytelling and emotional engagement. Rich media transformation has been one of the several emerging trends we see in 2016, amongst others captured below.

Rich Media Getting on Our Smartphones

Content consumption is more and more driven by mobile devices – according to Limelight Networks, 2016 is the first year where downloading videos on one’s cell phone was outplaying a personal computer. We evidence this as a ubiquitous trend in social networks and media, which are more concerned about efficiency of content marketing and user engagement. Videos are a great ways to achieve both; as per Atlas a video promotion is six times more effective than print and online. However, it is important to note that about half of the videos watched on a smartphone are shorter than 6 minutes. Needless to say, with higher abundance of videos online, the competition for eyeballs will come with higher creativity.

We anticipate a new influx of different applications, which are using videos and real time visual communications as the main form of expression and user engagement. Perhaps the entrance of Meerkat and Periscope back in 2015 was not that massive as expected, but video content is taking up more and more of Facebook and Instagram feeds for sure. Not to mention about its role in content marketing.

Stronger Multi-Platform Play

2016 has seen an accelerated take-up of connected TV and streaming devices and the trend will continue over the next 5 years at least. Media consumption is becoming a multi-platform play and TV is transforming into another big screen, which proliferates content watching experience. So TV is not dead and will not extinct – it will remain part of the diverse content consumption landscape taking prominence in catering longer and quality content.

A notable transformation is taking place between traditional cable/satellite content distribution model versus Over The Top (OTT) – while so far there has been a dominant play by Netflix in serving on-demand content, we are seeing players like Sling TV and HBO Now offering their live TV and on-demand services via their dedicated apps and skinnier bundles. It is likely that many other legacy TV content providers will follow and effectively the future of TV is transforming into being an app on any device you use – no matter is it a smartphone, tablet or connected TV.

We are also seeing a revival of Social TV, although in a more refined form, where content watching experience is not distracted, but leveraged through topical opinions, subtle notifications and recommendations with Twitter leading the way.

Demographic Changes and Content Consumption

It is not that much discussed, but media and content consumption habits are different for different generations. Linear TV is still the main mode of engagement for Boomer and the Silent Generation, while mobile on-demand and User Generated Content is driving the behavior of millennial generation. That also means that content targeting and curation has to cater towards the profile of the end user.

For instance, content around world’s news and educational content is more resonating with older demographic, while younger generation is interested more in technology and sports. Social communities and content generated within is again more important with older generation, as it is a social way of sharing interest-based topics between peer audiences. Year 2016 will witness the emergence of content delivery models and platforms designed around the segment specific preferences, with a properly curated approach. Sentab, a social network and infotainment platform for older adults and their families, is making great strides into this marketplace.