The Changing Face of Entertainment – What Lies Ahead in the Digital Audio/Video Landscape
Hear fresh data and perspective on how technology sector marketers can sort out the digital media landscape and make sure they are watching the right trend indicators and asking the right questions by viewing this presentation.
Webinar Recorded: April 30, 2007
Duration: 45 minutes
Topic Abstract:
The Entertainment industry is in the midst of a major upheaval in how digital audio and video content are being distributed and consumed. Music has led the way in terms of how digital media can be distributed in a legal format and has grown dramatically in the past five years. Amidst a growing interest in user-generated video clips as well as other short-form video streams, and increased experimentation with online movie distribution by the motion picture industry, a new face of entertainment media is emerging and new opportunities abound.
Recent findings from Ipsos studies underscore what many of us have guessed to be the case – namely that the distribution of digital entertainment content in general, and not just digital music, is a growing channel of entertainment consumption with exciting possibilities beginning to emerge. In addition, with a critical mass of consumers now accessing their digital content outside of the home via mobile devices, the possibilities expand even further for service providers, content providers and manufacturers as well as advertisers.
As we have witnessed with music, no one consumption method will necessarily dominate, and traditional media and modes of distribution will continue to prosper for the foreseeable future. However, a complex interplay of digital entertainment consumption behavior will continue to evolve based on shifting consumer choices and an increasing number of options. The key for product developers, manufacturers and marketers will be to identify emerging opportunities early on and tailor their products and services to those consumers who show the greatest propensity to adopt. For the music industry this proved to be music enthusiasts seeking individual song downloads that offered portability and ownership. For the video world, short video streams, movie trailers and increasingly TV shows appear to be the content catalyst, with younger consumers perhaps applying the same usage expectations that they currently have for music.
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