People want control of the media experiences. Watching/using social media while having a media experience was not expected by content distributors. “Compelling content” was thought to capture peoples’ complete attention. “The people” thought otherwise and “compelling content” has proven not up to the task of capturing complete attention.
Streaming delivery of content (Netflix, Amazon, YouTube, MAX, Discover, Hotstar, etc) has also been changed by consumer choices. “Ad supported” tiers weren’t choices when streaming was launched. The CEO of Netflix claimed it wasn’t part of product plans as late as March 2022. The concept was to avoid the “ad saturation” so hated in linear-media (even with ‘time shifted’ video recording on DVR/Satellite). The ad-formats are still evolving with Disney providing consumer segmentation into more than 2000 different groups via Disney Select (Disney+ and Hulu). Netflix structured its advertising platforms as “pay on delivery” with Netflix giving money back if ad delivery didn’t make the targets set by agencies and their paying clients. Advertising metrics are still maturing though its apparent that ad-tiers for streaming are yet another tool to grow audiences and pare down competition from traditional media.
New business models, new measurements, new content formats – all of these acted as Alien Invaders that disrupted traditional models that changed only over decades. Streaming media grew with the Internet from music and books to vast online libraries – on demand. Consumers demanded new ways for convenient uses of media with huge disruptions -- just as print media and ad campaigns moved to online media (and measurements). The power relationships changed with the money – following consumer behavior and convenience.
This is the last of this series from EkaLore about the power shift from media moguls to consumers.
In the last segment of EkaLore's Series we'll look at Lessons for winners and losers.
For more information and other releases about the Alien Invaders into media see our site at http://www.ekalore.com
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