Shared Viewing In The Age Of Personalisation
In this guest post, Tyler Greer, head of strategy at MediaCom Melbourne, says TV watching may have become far more personalised, but the next big thing will be how we do it with others…
Personalisation in the on-demand content space has given us plenty. The ability to consume what we want, when we want, in as great amounts as we want. It has freed us from the straitjacket of appointment viewing and given us the things we demand choice and control. But it has also taken something from us. Shared, synchronous viewing experiences offer something around which cultural moments can be built and are something that we as humans crave. And this is something both the streaming services, the digital platforms, and we as consumers are starting to remember.
Way back in the dark past, in a place we called “the 90s”, there existed a little show called Melrose Place. Populated with an array of characters, both pleasant and malevolent, the weekly drama revolved around an apartment block in the LA suburbs. Too many jaw-dropping moments occurred to recall here, but around its Monday night slot developed a weekly culture in which Australians would pile by the thousands into pubs and bars to ride the Melrose highs and lows together.
Though Monday nights have long been regarded as a terrible time to head out, those who wanted to be a part of the Melrose phenomenon had little choice. That’s when it was broadcast. And it was exactly this fact – that something everyone wanted to be involved in – was positioned at the same moment for all of us, allowed for a culture to develop around it.
Its something streaming services like Netflix are waking up to. In March this year, Netflix released two titles which, rather than follow the usual programming format of the ‘full drop’, instead followed a more staggered cadence. To this, they described as “…experimenting with the release format so you have time to dissect and dish on every step of the competition as it unfolds.” Indeed, these programs were competition-based rather than drama, but the idea is clear.
Netflix is not the only service taking this approach. Disney+ series like The Mandalorian and Loki follow a weekly release schedule. AppleTV+ is doing the same. Doubtless some of this is to help differentiate from its Netflix rival, bit some if is a genuine recognition of what gives audience loyalty its pulse. Julie DeTraglia, vice president and head of research and insights at Hulu, where weekly scheduling is also a thing, believes “There is still something about that collective experience where people want to watch TV together and be part of a cultural conversation.”
This also makes sense for the services themselves who, as services increase, will need to find ways to hang onto subscribers. Series following weekly release schedules offer several things at once. They hold on to viewers who become less likely to dip in, binge on everything, and opt-out; they maintain talkability and cultural relevance in market for longer; they free services from enormous production budgets, required to sate bingers who consume high quality drams within days they plead for the next one. Disney, a brand who is more concerned with quality than quantity, is best equipped to follow this model.
The last great collective viewing experience was Game of Thrones. Whether acquired legally or otherwise, each episode’s arrival was a significant moment, with the final series producing a frenzy of excitement as its release drew near. Every fan experienced each episode at the same time, along with the anticipation in the lead up and the reviewing afterwards. The Red Wedding hit us all in the same way at the same time. So too the removal or a certain hand from its wrist, and so on. The reason Game of Thrones achieved such high cultural cache wasn’t entirely tied to its scheduled release, but it was a very large part of it.
Nobody needs tell Free-to-Air broadcasting this. They have known it for decades. Today, as they battle against on-demand content services, the focus is on live sports and reality TV, both of which offer significant collective cultural moments. The Batchelor, with its high drama, office sweepstakes, frenzied whatsapp groups, and often outstanding published recaps, demonstrates how much fun these experiences can be. And how critical they are to TV viewing numbers.
Brands also get this, with Superbowl being the great flagbearer for showing up in TV viewing moments of shared cultural experience. Superbowl ads a expensive, often lavish, and overwhelmingly the preserve of food and beer brands. That’s because, as a cultural moment, Superbowl is the second largest ‘food day’ on the US calendar. Yes, it reaches 100m people, but it is the fact that they are reached simultaneously that gives the ad placements power and high entry cost.
But whilst the FTA networks wring their hands about improving their on-demand viewing experiences, streaming services, along with social media platforms, are engaged in finding solutions to the shared experiences their audiences want.
Amazon’s Watch Party function allows for users to invite up to 100 friends to watch a title together, leaving comments as they go. Instagram offers us the choice of watching reels simultaneously with our friends. Dozens of other new platforms offer the chance to share in the on-demand viewing experience with others.
Personalisation is easy to view as nothing more than an atomised consumption experience. And it can be that, for sure. But it also offers us the chance to intersect with cultural moments in new and unique ways. Connective platforms can make large viewing experiences like sport or reality TV great, inclusive, and accessible. A litany of new connective platforms engineered to facilitate joint viewing experiences provide us with ways to watch TV in group that would have been previously impossible. Personalised, on-demand viewing simply means we can do so when we choose to.
Are streaming services likely to stop dropping entire series at once, or are we all about to abandon binging? Not likely. But if 2020 taught us anything it’s the irreplaceable value of shared experience, and the extent to which content can be a facilitator of this.
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.