The media on the multiscreen environment: multi-device streaming
Any television that wants to develop their Internet activitytoday, must be prepared for cross-platform as society is multi-device.
Previously, users could only release the content thanks to WOM now they can interact with it and share it anywhere.
Broadcasters and other audiovisual distributors are trying to adjust to the progress speed of the digital world and simultaneously discover the keys of new type of content consumption which is evolving.
Being multi-device is not an easy task:
It is difficult to determine the extent for the different devices on the market but penetration data provided by the IAB study on connected TV and online video show that only 18% of Internet users use their own devices connected TV consumption, although more Internet users has these devices. 98% of people with Internet consume online video, so it’s only a matter of time.
Being multi-device when it comes to media means being compatible with all kinds of set topbox (roku, crhomecast, apple tv …) consoles, smart tv, computers, tablets and smartphones.
The online mass media are beginning to notice that the context in which people make use of each one is completely different and to understand it we must deepen the global change that is occurring in lifestyle, production and consumption society.
To meet any demand, the media must assess the capacity of the streaming provider to distribute the content that the audience demands. The user expects that video is always available.
For broadcasters combining their linear offer with a stable VOD solution is a critical issue. The fight is now on innovation in the content itself and the development of new forms of distribution for its technological implementation which must be reliable.
The Accenture report “All the Right Connections” emphasizes that the fundamental level oftechnology is that the streaming platform ensures excellent user experience and also, ensuresthe future strategy of the companies and mass media, large or small by providing multi-deviceservices.
Development of content
There is a growing diversity in the supply of online media. New ideas of how you can combineVOD with live broadcasts, or with the more traditional linear broadcast.
For example for Wuaki or for a television as the Andalusian Canal Sur, it’s essential to analyzehow each content is consumed on each device and by whom, to detect emerging trends of this new media ecosystem in which they no longer have control. Longer or shorter contents?Sports, news or fiction? At home or at lunchtime? …
The multi-device technology allows viewers to enjoy the same content sequentially, they can start watching one chapter of their favorite tv serie at home and then finish it on the subway,or vice versa.
When the use of terminals is simultaneous, second screens multiply the possibilities of interaction and then valuable data is revealed thanks to the social television engagement.
Studies like the previously mentioned IAB ask directly to the source, the audience, how they behave but for mass media companies is important to contrast these data, how they behave in reality in front of your offer?
The apps are a 81% of the media consumption in the EEUU
Distribution through app is comfortable for the viewer as reported by Nielsen but it also adds value to the media companies that broadcast in streaming as they have more control over theconsumer environment and it’s an opportunity for branding and opens a communication channel for self-promotion thanks to the notifications.
The apps are another way of connecting with the audience, an alternative for each terminal,more direct. You can better segment your content and ease the user experience due to the simplification of the interface.
The media has not ceased to be slaves of the audience …
… and what about advertising?
The multi-device streaming technology enables independently negotiation depending on what content and which terminal will the ad be displayed.
Now, online media can also multiply the offer for advertisers and provide accurate viewingdata. Not all content needs to appear in all devices and not all user profiles reach them.
There are also a variety of ad formats not necessarily on video, but the video is still the big bet of the advertisers on this level. Spanish journal El País quoted the Zenthinela study, which states that investment in online video for 2014 is expected to be 36.4 million euros,representing a growth of 6% compared to 2013 and highlights the interest in In Roll.
Growing interest for streaming
Television continues to be the favorite media of all households but ad investment prefers thedigital format and is expected to remain so as the population ages, the penetration ofconsumer devices extends to connected TV and the population is able to quickly assimilatethe changes.
Technology companies like Google or Samsung are entering the market of content andultimately traditional television may suffer a setback in the light of the recent restructuring of the spectrum of DTT.
It is clear that consumption of online content is a good business opportunity and the market isto take shape just now and a reliable multi-device streaming technology is important for the development and positioning of the new media.