Technology & Innovation

Content disruptors

September 25, 2012

Global

September 25, 2012

Global
Anonymous Writer

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A report written by the Economist Intelligence Unit (EIU) commissioned by UK Trade & Investment (UKTI)

Back in 1996, when the internet was yet to become the global phenomenon it is today, Microsoft co-founder and chairman Bill Gates argued that content would be king in the rapidly-evolving digital world.

It turns out he was wrong – at least in the sense that traditional media and entertainment companies (television, film, radio, publishing and music businesses) have often struggled to translate their assets into a dominant position in digital markets. Indeed, many traditional media players have had to adjust to a world where new technology powerhouses (the likes of Google, Apple and Facebook) compete for their audience’s time and attention. Even ‘digital natives’ in the games industry have had to adjust their business models, thanks to the arrival of mobile devices and social gaming.

The good news is that despite the ceaseless wave of disruption and innovation, the outlook for media and entertainment companies as a whole is bright. The appetite for media shows no sign of abating – indeed people seem eager to consume multiple media simultaneously. New technologies are giving rise to innovative formats and genres, and sophisticated consumers are emerging in high-growth markets with money to spend.

Inevitably, not everyone will thrive in this changeable and competitive environment. Some parts of the industry are finding it more difficult to adjust than others and there can be no single prescription for success in such a complex sector. Nevertheless, this report – based on a survey of almost 500 executives from the media and entertainment industry – provides insights into the trends that are reshaping the content business, as well as some of the key strategies that will help companies chart a successful future.

Key findings include:

  • Digital is where the growth is, but most companies are still searching for the right model. Digital content will be the fastest-growing part of the industry over the next decade and is expected to account for 80% of the media we consume by 2020 (up from two-thirds in 2010). Businesses don't need to shift to a purely digital model, but they need to tap into the growing digital market. Only 12% of firms polled in our survey already have a digital distribution model that is commercially successful – perhaps because their confidence in the future hasn’t been backed up by concrete action. Although 63% view the rise of social media as an opportunity, only 36% have undertaken social media and viral content initiatives in the past three years to increase digital revenues.
  • The revolution has only just begun. Executives in our survey identify a series of trends that have already transformed their industry. Over three-fifths (63%) believe advertisers are becoming more informed and demanding, and 53% say digital models have made it more difficult to reach consumers in their preferred environment. More than half (52%) agree that the media and entertainment industry "is not sustainable in its current form". The majority think there is plenty of change still to come, with three-quarters saying that "we have so far only experienced a small part of the overall impact that the shift to digital will have on our economy".
  • Opportunities outweigh the threats. The switch to digital switch is increasing competition and forcing a rethink of operating models. As with any structural shift, this is creating winners and losers. Nevertheless, when asked whether they see different types of change, such as the growth of online consumption or increased use of social media, as opportunities or threats, the proportion of respondents seeing them more as opportunities never falls below 60%. One point that might be boosting industry optimism is recognition of the fact that demand for media and entertainment content will continue to increase, particularly in high-growth markets like Brazil and China.  
  • This is still a hits business. Devices and formats may be changing, but traditional media players still have some advantages. They are good at tapping into what the audience wants. "Media and entertainment is still primarily a hits-driven business," says David Card, Vice President Research at GigaOm Pro, a US technology consultancy. Of course, increasing the ratio of hits to misses is difficult, but technology may help in this area too. Nearly half of firms (49%) say they involve consumers in their innovation process.
  • If it’s good enough, people will pay. There has been much debate about whether enough people will be willing to pay for content now that there is so much available online for free. Nearly seven in ten (69%) respondents to our survey think consumers will get used to paying for well-targeted content as digital models mature. To turn this prediction into reality, the industry will need to make more headway against digital piracy as well as deliver genuinely compelling content that is enticing enough to command a premium.
  • From personalisation to gamification. Three years ago, personalisation of content was seen as the most effective method of engaging with consumers, according to executives in the survey. Today, however, there is a greater emphasis on interactivity and so-called gamification. Having allowed users to personalise their experience, content providers are now trying to create a more interactive or playful experience.
  • Traditional media can learn valuable lessons from the masters of data. Google, Yahoo, Facebook and others have turned audience data into a science. By contrast, only 45% of magazine publishers say they have an efficient customer data mining strategy. This is a waste. In the digital world, there is an opportunity to continuously tweak and experiment with your product, measuring and refining the audience experience using the latest tools and techniques in data analysis.

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