There’s no mistaking the dramatic impact that on-demand streaming video is having on the media industry, but it’s no easy feat to keep up with how rapidly the landscape is advancing-and fragmenting. For consumers, today’s on-demand options and platforms present seemingless endless variety. But what should content creators be focused on amid the burgeoning video environment ?
To offer new insights and trends into the streaming video arena, Ravi Rai, VP of Digital Product at Nielsen, and Harry Brisson, VP of Strategy and Innovation, took the stage last week at the 10th VidCon Conference and highlighted strategies for attracting, retaining and monetizing audiences. During their presentation, the pair explored new insights on streaming growth and diverse streaming audiences.
Ravi observou que, somente no ano passado, os consumidores aumentaram em 21% o tempo que passam assistindo por meio de dispositivos de TV conectados, usando esses dispositivos para desbloquear o conteúdo de streaming, sendo que os espectadores multiculturais estão impulsionando grande parte desse impulso.
“Diverse audiences account for a growing share of viewing and purchase power, and streaming services are taking notice-creating content to appeal to these audiences and ultimately driving this growth,” said Ravi, who shared viewership insights on several Netflix original programs, including Beyonce’s Homecoming, Patriot Act With Hasan Minaj and others. “Content featuring underrepresented groups often has an advantage in attracting these audiences to SVOD platforms and securing their engagement amid a cluttered field of streaming options.”
Além de destacar os diversos públicos que consomem conteúdo de streaming, Harry discutiu como os criadores e profissionais de marketing podem manter o público cativado por meio de experiências imersivas que podem ser usadas para monetizar a atenção do público.
"Estudamos como os programas se transformam de shows desconhecidos e futuros em clássicos que o público assiste repetidamente, concentrando-se nas principais métricas de conversão de espectadores", disse Harry. "Ao compreender e melhorar o desempenho nesses estágios críticos, os criadores podem aumentar significativamente o tamanho de seu público final."
Fontes: Nielsen Total Audience Report and Audience Insights Analysis
