Web Video Trends
This morning I saw this article on NewTeeVee about a recent study conducted by Comcast that said 6 out of 10 Americans use own a DVR (or some other form of "time-shifting" technology) to deliver their television content to them. Obviously "appointment television" has much been on the decline (except for sporting events or other programs that benefit from the viewers watching it live), and with that decline comes the decline in traditional television marketing, i.e., commercials.
When you look at the article that was posted today and then continue to read about the new Apple TV device and Google TV devices that will launch sometime this year - a picture on what will come in the future becomes a bit clearer - people will continue to get content whenever they want, cutting out traditional commercials. If the Apple TV and Google TV devices run on the iOS and Android platforms, that opens up many doors for content providers. What would stop someone like MTV or Discovery Channel from charging a $5 monthly fee for their respectable apps that could deliver HD video content to the box - thus the TV. That might begin the decrease in cable TV subscribers altogether... But we don't have to get that ahead of ourselves yet. I think a more important question is, "where is the advertising going to end up??". I mean most of television content (except from premium content providers like HBO) only exists to support the advertising. Branded entertainment will become more of the norm. Not just regular product placement, but actually integrating the content in with the brand will increasingly become important.
Obviously Bud will still be sponsoring the Super Bowl - but there will continue to be new advertising trends and expansions into integrating the brands in with the content as we see this new shift with how consumers have their content delivered to them. If boxes like Apple TV and Google TV become popular, it would also create a delivery option for what would now be deemed as a branded web series, and offer it onto the traditional TV medium through the new device. It's exciting to see what happens in the next year with this!
Just wanted to share that article and thoughts on it! Feel free to share your thoughts with us below or directly.