10.4 Content Strategies for Emerging Platforms

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, interactive storytelling, 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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• Over-the-top (OTT) platforms
  • 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
• Connected TV (CTV) devices
  • 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 streaming services through a single device
• Mobile video platforms
  • 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
• Virtual and augmented reality (VR/AR) platforms
  • 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

• Subscription-based models
  • 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
• Advertising-based models
  • 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
• Transactional models
  • 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
• Sponsorships and branded content
  • 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:
  1. 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)
  2. 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)
  3. 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)
  4. 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 user-generated content 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