Five BIG Predictions For Media & Entertainment For 2018

Five BIG Predictions For Media & Entertainment For 2018
SHARE
THIS



In this guest column, Sue Couto (pictured below), senior vice president, APAC Sales, TiVo, gets out her crystal ball to deliver her top five media predictions for the coming year… 

Over the last year, the media and entertainment industry has seen a significant number of developments, including the introduction of conversational voice search capabilities in the TV space that has transformed how consumers search and discover content. In 2018, we’re predicting that these five trends will develop and gain momentum.

NDS

  1. ‘Specialist’ voice services will win when it comes to the entertainment experience

With the proliferation of devices, both in and out of pay-TV, there is a need for re-simplification of the discovery experience. For pay-TV operators, voice has become table stakes in today’s competitive economy; as soon as one provider in the market gets it, the other providers start to look lacking. However, it will be the ‘specialists’ in the pay-TV market that come out on top.

Indeed, many voice services outside of pay -TV – such as home smart assistants – are considered ‘generalists’ when it comes to voice; they have knowledge of a lot of topics, but they also lack detail. Whereas in the pay-TV space, voice services understand in-depth queries so that consumers don’t feel the need to hold back when it comes to entertainment discovery. It’s this that will separate the wheat from the chaff in 2018. Critical to this will be the availability of voice services in other local languages.

  1. Artificial Intelligence (AI) will realise the importance of ‘emotional intelligence’

Entertainment is all about emotion; it is how an audience connects to content. For the entertainment industry to tap into this, AI needs to become more than just anticipating consumers’ interests and merchandising back catalogues to reference-related content. It needs to become more ‘emotionally intelligent’.

Voice assistants should have the capabilities to develop a personality by understanding the emotional factors within a piece of content and the person it is interacting with, all while tying those two together to make an emotionally intelligent decision. It is also about voice assistants having a constant personality for a consistent entertainment discovery experience. In 2018, AI will realise the need to bring in ‘emotion’ to voice services.

  1. The pay-as-you-go mentality will affect media consumption

As consumers move – away from the commitment of contractual arrangements – and towards a ‘pay-as-you-go’ mentality, providers will need to adjust their business models to meet this demand. YouTube has already capitalised on the potential of spontaneous viewing, reinforcing the taste for instantaneous watching among audiences, rather than a long-term commitment.

In 2018, the flexible provision of entertainment content will be a step in the right direction for media and content organisations, and the industry.

  1. Mobile will fulfil a huge part of content consumption in 2018, even in sporting events

With the Asia Pacific mobile economy valued at $1.3 trillion, there is no doubt that we have seen a rapid uptake of mobile streaming across Asia in 2017. Groupe Spéciale Mobile Association (GSMA) forecasts that India and China will account for half all new mobile subscribers by 2020. This will have a huge impact on content consumption. In fact, content providers are starting to capitalize on this growth by investing in original and local content.

HOOQ has 20 local film and TV projects in development[2], while Netflix acquired its first mainland-originated Chinese drama from Alibaba-owned streaming platform Youko. These investments serve as proof points that mobile streaming will only continue to take off, catering to wider audiences with the introduction of live streaming for sports events. Twitter has already jumped on the bandwagon when it livestreamed the 2017 Melbourne Cup for the second consecutive year, with an impressive reach of 1.6 million unique users worldwide. In addition, Twitter continues to expand its partnerships with major sports-industry players in Asia Pacific.

2018 seems to be an exciting year with several global events to look forward to – such as the royal wedding of Prince Harry and Meghan Markle, and the Winter Olympics. Therefore, it’s likely they will also be watched live from mobile devices across the world. What’s more, with global events, e.g. Formula One, mobile device viewing is highly dependent on location, with time zones playing an important role in how viewers watch these key events. Thus, the availability of catch-up services could also lead to an uptake in device viewing.

  1. Regional OTT services will remain the global frontrunner until global OTT harnesses localisation

In many markets, multi-country Over-the-Top (OTT) service providers are currently battling for viewership with regional service providers. There is a rise in the number of regional OTT as consumers typically prefer watching content that are localised culturally. With regional OTT, typically being more cost effective, the tug of war between global and regional OTT necessitates having access to a good selection of more topical, local issues which are in tune with regional audience’s daily lives. This region-specific content could provide regional OTTs with the leverage they need to compete on a more even playing field, and not be swallowed up by the global players.

 

Please login with linkedin to comment

Sue Couto TiVo

Latest News

Apple Set To Bundle Subscription Services
  • Technology

Apple Set To Bundle Subscription Services

Apple is set to start bundling its subscription services together, according to a new report in Bloomberg. Known internally as ‘Apple One’, the new service is set to launch this October, in line with the upcoming iPhone launch. There will be a number of different tiers according to the reports, with the basic package including Apple […]

by B&T Magazine

B&T Magazine
SkyBus Welcomes Back NZ Travellers With New Campaign Via Hardhat
  • Campaigns

SkyBus Welcomes Back NZ Travellers With New Campaign Via Hardhat

SkyBus’ latest ‘The Easy Way to Getaway’ campaign via newly awarded creative agency Hardhat aims to give a warm welcome to returning New Zealand travellers, letting them know the airport transfer service is ready and waiting. The win has seen Hardhat lead the charge on SkyBus’ strategy and creative across New Zealand, ensuring confidence in […]

by B&T Magazine

B&T Magazine
IPG Releases New Guidelines For Brand Safety & Media Responsibility In Advertising
  • Media

IPG Releases New Guidelines For Brand Safety & Media Responsibility In Advertising

IPG Mediabrands today released its Media Responsibility Audit, as part of a larger effort aimed at enhancing brand safety and media responsibility in advertising. The social media platform audit was based on the Media Responsibility Principles Mediabrands recently released to the public, which are geared toward protecting brands and the communities that a brand serves, […]

Rhys Darby’s Insane Internet Ad Is Exactly What The World Needs Right Now
  • Campaigns

Rhys Darby’s Insane Internet Ad Is Exactly What The World Needs Right Now

Kiwi comic Rhys Darby is much like half-a-cup of sugar and a knob of butter – add it to anything and it will always taste better. Take Darby’s new work for Kiwi telco 2degrees which is so gloriously insane you actually not entirely sure what the hell’s going on. Darby – of Flight Of The […]

by B&T Magazine

B&T Magazine
Thursday TV Wrap: Bachelor The Pick Of The Lot On A Very Quiet Night
  • Media

Thursday TV Wrap: Bachelor The Pick Of The Lot On A Very Quiet Night

On a very quiet Thursday night, 10’s The Bachelor was the entertainment of choice with 604,000 metro viewers tuning in, according to OzTAM data. Without the AFL, Seven’s best for the night was The Chase (807,000), while Nine’s NRL did 318,000. Over at the ABC, Escape from the City did 314,000. Nine narrowly stole the […]

by B&T Magazine

B&T Magazine
Vogue Italia Dedicates Latest Issue To Children With Adorable Hand-Drawn Covers Designed By Kids
  • Media

Vogue Italia Dedicates Latest Issue To Children With Adorable Hand-Drawn Covers Designed By Kids

Vogue Italia has dedicated its latest magazine to children, “the most overlooked and least obvious victims of the pandemic”. For the first time in its history, the magazine commissioned children to design eight special editions covers. The magazine’s latest issue asked 100 children aged between two and ten to redesign this season’s trendiest fashion looks. Editor […]

by B&T Magazine

B&T Magazine
Why Tourism Australia’s Path To Recovery Is Data-Led
  • Media
  • Technology

Why Tourism Australia’s Path To Recovery Is Data-Led

When it comes to rebuilding post-COVID-19, Tourism Australia is looking at data-driven solutions to help get travellers back onto Australian shores. Speaking with B&T ahead of next week’s ADMA Data Week 2020, Tourism Australia’s chief marketing officer Susan Coghill [feature image] discussed how the pandemic has forced the group to rethink how it utilises data. While […]

by B&T Magazine

B&T Magazine
Studio microphone for recording podcasts over blue background
  • Media

US Podcast Revenue To Surpass $1.4B, Capturing 20% Of Digital Radio Ad Spend

New figures show podcast revenue is set to surpass US$1 billion ($AU1.4b) in 2021 as the popularity of the format continues to grow amid the global pandemic. In eMarketer’s latest projection of ad revenue to podcasting, it’s also been revealed podcasts will capture 20 per cent of digital radio ad spending in 2020. eMarketer’s summary […]

by B&T Magazine

B&T Magazine
Woolworths W23 Longtail UX. From left Will Santow, Longtail UX Co-Founder and Co-CEO; Ingrid Maes, Managing Director W23 and Andreas Dzumla, Longtail UX Co-Founder and Co-CEO. Pictured at Dan Murphys in Mosman. 13th August 2020. Photograph Dallas Kilponen.
  • Technology

Longtail UX Secures $2.25M In Funding From Woolworths Group’s Venture Capital Arm W23

Longtail UX, an Australian founded tech company with 70+ clients across the Americas, EMEA and JAPAC, has today announced a $2.25m supplementary equity raise in partnership with Woolworths Group’s venture capital arm, W23 and Steven Lew owned group, Global Retail Brands (GRB). The investment builds on the $3m funding round led by Investec through its […]

Ray Hadley And 2GB Reach Out-Of-Court Settlement Over Alleged Bullying Of Former Staffer
  • Media

Ray Hadley And 2GB Reach Out-Of-Court Settlement Over Alleged Bullying Of Former Staffer

Ray Hadley and 2GB have reached an out-of-court settlement over the alleged decade-long bullying that took place with the radio host’s former staffer Chris Bowen. In late March last year, Bown accused Hadley of bullying in a Facebook posted that prompted an investigation by 2GB. However, Bowen proceeded to take legal action against Hadley as […]

by B&T Magazine

B&T Magazine
Last Call, Adland! Late Entries For B&T Awards 2020 Closing Next Friday!
  • Media

Last Call, Adland! Late Entries For B&T Awards 2020 Closing Next Friday!

Provided the aliens don’t turn up and enslave us all, the B&T Awards are going ahead come hell or highwater. We get it – 2020 has been a shocker and we’re seemingly no closer to clarity today than we were in March, but what we also get is that you’re awesome and you’ve been doing […]

by B&T Magazine

B&T Magazine
Coopers Release New & Limited Edition Hazy IPA Via TABOO
  • Campaigns

Coopers Release New & Limited Edition Hazy IPA Via TABOO

Looking to entice a more progressive audience into the Coopers family, Australia’s largest independent brewery has released a limited edition Hazy IPA. The product has launched via a national OOH and digital campaign in collaboration with Melbourne creative agency, TABOO. TABOO is behind the exciting new illustrative can design, inspired by the Australian landscape. The […]

Ben & Jerry Goes Political In ‘Unfudge Our Future’ Campaign
  • Campaigns

Ben & Jerry Goes Political In ‘Unfudge Our Future’ Campaign

Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history. The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate […]

Celeste Barber Encourages Aussies To ‘Get Your Jugs Out’ In Hilarious BRITA Campaign
  • Campaigns

Celeste Barber Encourages Aussies To ‘Get Your Jugs Out’ In Hilarious BRITA Campaign

BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.

Enero Posts Net Revenue Increase Of 4.9%
  • Media

Enero Posts Net Revenue Increase Of 4.9%

Forget 2020's plagues, pestilence and famine says Enero, as balance sheet comes out with sweet smell of potpourri.

by B&T Magazine

B&T Magazine
You Can Now Limit Who Can Reply To You On Twitter
  • Technology

You Can Now Limit Who Can Reply To You On Twitter

Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]

Home Office Set Up for Webinar and Teleconference whilst respecting the lockdown due to the corona virus outbreak
  • Media

The Virtual Conference Network Launches In Australia

The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]