10.4 Content Strategies for Emerging Platforms
5 min read•july 18, 2024
Emerging TV platforms are revolutionizing how we consume content. From OTT services to mobile video apps, these new platforms offer unique viewing experiences tailored to modern audiences. Each platform has its own characteristics and audience expectations, shaping the way content is created and delivered.
Content strategies for these platforms are evolving rapidly. Creators are developing original series, , and immersive experiences to captivate viewers. Monetization models range from subscriptions to advertising, with each approach presenting its own opportunities and challenges in the competitive digital landscape.
Emerging Television Platforms and Content Strategies
Characteristics of emerging TV platforms
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- Deliver content directly to viewers via the internet bypassing traditional cable or satellite TV providers (Netflix, Hulu, Amazon Prime Video)
- Audience expectations include on-demand access to a wide variety of content, personalized recommendations based on viewing history, and ad-free viewing experiences
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- Enable streaming content on television sets through built-in smart TV capabilities or external devices (Roku, Apple TV, Amazon Fire TV)
- Audience expectations include seamless integration with their existing TV setup, user-friendly interfaces for easy navigation, and access to multiple through a single device
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- Deliver short-form, vertical, and mobile-optimized content designed for on-the-go viewing (TikTok, Instagram, Snapchat)
- Audience expectations include quick, engaging, and easily shareable content, interactive features like filters and stickers, and personalized feeds based on their interests and engagement
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- Provide immersive and interactive viewing experiences that transport users into virtual environments or overlay digital content onto the real world (Oculus, HTC Vive, Google Cardboard)
- Audience expectations include unique, engaging, and interactive content that fully leverages the platform's capabilities, such as 360-degree video, spatial audio, and haptic feedback
Content strategies for new platforms
- OTT platforms
- Develop original, high-quality, and binge-worthy series and movies that differentiate the platform from competitors and attract subscribers
- Leverage data analytics to create personalized content recommendations based on viewer preferences and behavior, increasing engagement and retention
- Experiment with interactive storytelling formats, such as choose-your-own-adventure narratives, to create unique and memorable viewing experiences (Black Mirror: Bandersnatch)
- CTV devices
- Optimize content for larger screens and higher resolutions to ensure a visually stunning and immersive viewing experience on connected TVs
- Integrate with platform-specific features, such as voice search and content discovery, to make it easier for viewers to find and access content (Roku's voice remote, Apple TV's Siri integration)
- Partner with device manufacturers to create exclusive or featured content that showcases the platform's capabilities and attracts new users
- Mobile video platforms
- Create short-form, attention-grabbing content optimized for vertical viewing on mobile devices, ensuring a seamless and engaging experience for on-the-go users
- Incorporate interactive elements, such as polls, quizzes, and AR filters, to encourage user participation and boost engagement (Instagram Stories, TikTok challenges)
- Collaborate with influencers and creators to reach new audiences, drive engagement, and create authentic and relatable content that resonates with the platform's user base
- VR/AR platforms
- Develop immersive and interactive content that showcases the platform's unique capabilities, such as 360-degree video, volumetric capture, and real-time rendering
- Experiment with new storytelling techniques that leverage the platform's immersive nature, such as branching narratives, environmental storytelling, and interactive objects
- Partner with gaming and technology companies to create cross-platform experiences that blend entertainment, education, and social interaction (Oculus Venues, VR concerts)
Monetization on emerging platforms
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- Opportunities include predictable and recurring revenue streams, low churn rates due to high-quality content, and ad-free experiences that users value
- Challenges include high competition for subscribers, rising content acquisition and production costs, and the need to balance subscriber growth and retention
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- Opportunities include diverse revenue streams from multiple advertisers, targeted advertising based on user data and preferences, and a lower barrier to entry for viewers compared to subscription models
- Challenges include ad-fatigue among users, the prevalence of ad-blocking technologies, and the need to balance user experience with ad loads to maintain engagement
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- Opportunities include higher revenue per transaction compared to other models, flexible pricing options based on content type and demand, and the ability to target niche audiences with specific interests (UFC pay-per-view events, Disney+ Premier Access)
- Challenges include lower adoption rates compared to subscription or ad-based models, high transaction fees charged by platform providers, and managing user expectations around content availability and pricing
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- Opportunities include creating authentic connections with audiences through aligned brand partnerships, leveraging brand resources for content creation and promotion, and tapping into established brand loyalty
- Challenges include maintaining editorial integrity and creative control, measuring ROI and attribution for brand partnerships, and ensuring brand alignment with platform values and user expectations
Platform-specific content experiences
- Develop unique and exclusive content that aligns with the platform's brand identity, target audience, and value proposition to differentiate from competitors and drive user acquisition
- Optimize content length, format, and pacing for each platform to ensure maximum engagement and retention:
- OTT platforms focus on longer-form, high-quality, episodic content that encourages binge-watching and deep audience investment (Stranger Things on Netflix, The Marvelous Mrs. Maisel on Amazon Prime Video)
- CTV devices prioritize medium-form, lean-back viewing experiences that cater to a more relaxed, living room environment (Quibi's "quick bites" content, YouTube's "YouTube Originals" for CTV)
- Mobile video platforms emphasize short-form, snackable, and easily consumable content that aligns with users' on-the-go lifestyles and short attention spans (TikTok's 15-60 second videos, Instagram's Reels)
- VR/AR platforms focus on immersive, interactive, and experiential content that transports users into new worlds or enhances their real-world surroundings (Virtual concerts, AR-enhanced sports broadcasts)
- Leverage platform-specific features and interactivity to enhance user engagement and create a sense of community around the content:
- Personalized recommendations, watchlists, and content curation based on user preferences and behavior
- Social sharing, co-viewing, and features that encourage interaction and word-of-mouth promotion
- Gamification elements, rewards programs, and loyalty incentives that motivate users to engage with the platform and its content regularly
- Continuously analyze audience data and feedback to refine content strategies, improve retention, and inform future content development decisions:
- Monitor key performance indicators such as viewing habits, completion rates, and user feedback to identify content that resonates with the audience
- Conduct A/B testing to optimize content performance, user experience, and conversion rates for subscription or ad-based models
- Regularly refresh and update content libraries with new releases, exclusive offerings, and curated collections to keep audiences engaged and coming back for more
Key Terms to Review (26)
Advertising-based models: Advertising-based models are business frameworks that generate revenue primarily through the sale of advertising space or sponsorships on various platforms, such as television, digital media, and print. These models rely on attracting a large audience to maximize ad exposure and revenue, often leveraging viewer data to target specific demographics. They play a crucial role in the content strategies for emerging platforms, as they enable creators and networks to monetize their offerings effectively.
Binge-watching strategy: A binge-watching strategy refers to a content release model that encourages viewers to watch multiple episodes of a television series in one sitting. This approach is often employed by streaming platforms to boost viewer engagement and retention by allowing audiences to consume entire seasons at their own pace, thereby enhancing viewer satisfaction and fostering a sense of community among fans.
Connected TV (CTV) Devices: Connected TV (CTV) devices are television sets that can connect to the internet, allowing users to stream content from various online services, such as Netflix, Hulu, and YouTube. These devices enhance the viewing experience by integrating traditional television programming with digital content and applications, making it easier for audiences to access a wide range of entertainment options. CTV devices can include smart TVs, streaming media players, and gaming consoles, all of which have changed the landscape of how viewers consume media.
Content saturation: Content saturation occurs when the volume of available media content exceeds the audience's capacity or willingness to consume it. This phenomenon creates challenges for content creators and distributors, as they must compete for viewer attention amidst an overwhelming amount of choices. Understanding content saturation helps in making informed decisions about series greenlight processes and developing effective strategies for emerging platforms.
Cord-cutting: Cord-cutting refers to the practice of canceling traditional cable or satellite television subscriptions in favor of streaming services and digital content consumption. This shift is driven by consumers seeking more flexible and cost-effective viewing options, leading to significant changes in how television content is distributed and consumed.
Cross-platform consumption: Cross-platform consumption refers to the ability for audiences to engage with media content across various devices and platforms, such as smartphones, tablets, computers, and televisions. This practice enables viewers to access their favorite shows, films, and other media content seamlessly, regardless of the medium they are using. With the rise of digital streaming services and mobile applications, cross-platform consumption has become increasingly relevant as it allows for a more flexible viewing experience that caters to audience preferences and lifestyles.
Engagement rate: Engagement rate is a metric that measures the level of interaction that content receives from its audience, often calculated as the total engagements (likes, shares, comments, etc.) divided by total impressions or reach. It provides insight into how effectively content resonates with viewers and indicates the quality of interactions, which is particularly important for platforms where user engagement drives visibility and success.
Influencer partnerships: Influencer partnerships are collaborative relationships between brands and social media influencers, where influencers promote the brand’s products or services to their audience. These partnerships leverage the influencer's reach and credibility to enhance brand visibility, increase engagement, and drive conversions. By aligning with influencers who share similar values or target audiences, brands can effectively reach potential customers in a more authentic and relatable way.
Interactive storytelling: Interactive storytelling is a form of narrative that allows the audience to participate and influence the story's direction through their choices and interactions. This approach engages viewers in a dynamic way, blending traditional storytelling techniques with interactive elements, creating a personalized experience that can vary widely from one user to another.
Localization: Localization refers to the process of adapting content to meet the specific needs and preferences of a particular audience or market. This can include translating language, modifying cultural references, and altering formats to resonate with local viewers. It’s essential for effective audience targeting and for ensuring that content strategies succeed across diverse platforms and regions.
Mobile video platforms: Mobile video platforms are digital services that allow users to create, share, and view video content primarily through mobile devices. These platforms cater to the on-the-go consumption of video, focusing on user-generated content, live streaming, and short-form videos, making them essential for reaching audiences in the digital age.
Mobile-first content: Mobile-first content refers to the strategy of designing and creating digital content primarily for mobile devices before adapting it for larger screens like tablets or desktops. This approach recognizes the growing trend of users accessing information and entertainment through smartphones, allowing for optimized user experiences tailored to smaller displays and touch interfaces. Prioritizing mobile in content creation ensures that it is easily accessible, engaging, and functional for the majority of users who are increasingly using their phones as their main source of media consumption.
On-Demand Viewing: On-demand viewing refers to the ability for audiences to watch content whenever they choose, rather than adhering to a specific broadcast schedule. This shift allows for greater viewer control and flexibility, impacting traditional television consumption patterns and forcing the industry to adapt to changing viewer preferences. The rise of on-demand viewing has influenced how content is produced, marketed, and distributed across various platforms.
Over-the-top (OTT) platforms: Over-the-top (OTT) platforms are streaming services that deliver content directly to viewers over the internet, bypassing traditional cable or satellite television. These platforms have changed how audiences consume media by providing on-demand access to movies, TV shows, and original content without requiring a traditional pay-TV subscription, making them a crucial component of modern content distribution strategies.
Platform fragmentation: Platform fragmentation refers to the division of content distribution across multiple platforms, each with unique features, user interfaces, and audience engagement methods. This fragmentation requires content creators and distributors to develop tailored strategies for each platform to effectively reach and engage their target audience, impacting how content is produced, marketed, and consumed.
Reed Hastings: Reed Hastings is the co-founder and CEO of Netflix, a leading streaming service that has transformed how audiences consume television and film content. Under his leadership, Netflix pioneered the subscription video-on-demand model, enabling viewers to access a vast library of content anytime, anywhere. His vision has influenced current trends in the entertainment industry, especially regarding content strategies for emerging platforms and the emphasis on original programming to attract and retain subscribers.
Shonda Rhimes: Shonda Rhimes is a prominent television producer, screenwriter, and director known for creating and producing popular television series such as 'Grey's Anatomy,' 'Scandal,' and 'How to Get Away with Murder.' Her work has made her a significant player in the television industry, influencing programming choices, audience engagement, and representation in storytelling.
Short-form content: Short-form content refers to media pieces that are brief in duration, typically lasting under 10 minutes. This format is particularly popular in the digital landscape as it caters to audiences with shorter attention spans and is easily consumable across various devices. It has gained traction due to its ability to engage viewers quickly and its compatibility with the fast-paced consumption habits of modern users.
Social media channels: Social media channels are online platforms that facilitate user-generated content sharing, interaction, and engagement through various forms of multimedia, such as text, images, and videos. These channels enable individuals and organizations to communicate, build communities, and promote their brand or message to a broad audience, playing a crucial role in modern content strategies for emerging platforms.
Sponsorships and Branded Content: Sponsorships and branded content refer to marketing strategies where brands financially support media projects or create content that aligns with their image and values. These approaches aim to engage audiences by integrating brand messaging into entertaining or informative content, enhancing brand visibility while providing value to viewers. The growing use of emerging platforms has transformed how sponsorships and branded content are produced and consumed, enabling more targeted and interactive experiences for audiences.
Streaming Services: Streaming services are online platforms that deliver digital media content, such as movies, TV shows, and music, to users in real-time over the internet. They allow viewers to access a vast library of content without the need for traditional broadcasting methods, enabling on-demand viewing and often personalized experiences. This shift in how audiences consume media has transformed the television landscape and influenced content creation and distribution strategies.
Subscription-based models: Subscription-based models are business frameworks where customers pay a recurring fee at regular intervals to gain access to a product or service. These models have become increasingly popular in various industries, especially in digital media and streaming services, as they provide predictable revenue streams for businesses and convenience for consumers. The shift towards subscription-based models reflects changing consumer behavior, where users prefer on-demand access and personalized content over traditional ownership.
Transactional models: Transactional models refer to communication frameworks that emphasize the simultaneous exchange of messages between senders and receivers, highlighting the interactive nature of communication. These models recognize that communication is not a one-way street; instead, it involves continuous feedback, context, and relationships that shape how messages are understood. In the context of content strategies for emerging platforms, transactional models help content creators understand audience engagement and how to tailor their messaging for maximum impact.
User-generated content: User-generated content (UGC) refers to any form of content, such as videos, blog posts, and reviews, created and published by individuals rather than professional content creators or brands. This democratization of content production allows everyday users to share their thoughts, experiences, and creativity on various platforms, impacting how media is consumed and shared. UGC thrives on mobile and social media platforms where users engage and interact with each other, making it a vital element of modern digital communication and marketing strategies.
Viewer retention: Viewer retention refers to the ability of a television program or streaming platform to keep its audience engaged and watching over a specified period. High viewer retention indicates that viewers are not only tuning in but are also likely to continue watching content, which is crucial for advertisers, content creators, and platforms aiming for profitability and growth. It connects closely to audience targeting, digital measurement, and content strategies, as understanding viewer preferences helps optimize programming and maintain high engagement levels.
Virtual and Augmented Reality (VR/AR) Platforms: Virtual and augmented reality platforms are immersive technologies that create simulated environments (VR) or overlay digital information onto the real world (AR). These platforms transform the way content is consumed, offering interactive experiences that engage users in a unique manner, making them essential in modern content strategies.