As the global entertainment industry continues to evolve, a significant seismic shift has been observed in viewer consumption patterns and the operational strategies of streaming services. The discussions that took place in Berlin, led by Ampere’s insightful analyst Guy Bisson, framed a narrative that the television industry has transitioned from a phase of exponential growth, referred to as “Peak TV,” to a more stabilized landscape termed the “open plain.” This analogy underscores the complexities that now confront media companies tasked with adapting to a modified environment where the saturation of the market is an undeniable reality.
Bisson’s presentation emphasized that since late 2022, the industry has not only plateaued but is currently navigating a landscape that demands a rethinking of strategies. The shift from 100% focus on peak television to a more conservative 75% approach necessitates a fundamental change in how organizations interact—both in competition and collaboration. Companies must now consider the broader implications of their content offerings, audience engagements, and financial sustainability in a market that is no longer expanding at the previous rate.
One of the pivotal themes articulated by Bisson is the concept of “broadcastification,” which details how streaming platforms have increasingly begun to adopt the strategies of traditional television broadcasters. In a world where subscriber growth has stagnated, the focus is gradually shifting towards generating advertising revenue. Consequently, streaming services are now moving away from solely subscription-based models toward integrated methods that rely on ad-based income.
This transformation has been evident in the growing prominence of unscripted content. As Bisson noted, unscripted programming has burgeoned since around 2019-2020, evolving from one-third to nearly half of all streaming series orders. Major players, such as Amazon Prime Video, have recognized this trend and have adjusted their content priorities accordingly. Nicole Morganti from Amazon MGM Studios affirmed that Prime’s strategic pivot towards unscripted content has inclined their offerings to target younger and female demographics, distinguishing themselves from their prior focus which primarily appealed to older audiences.
However, amid these shifts, an ongoing conversation on the intricacies of broadcast and streaming convergence emerges. Hauke Bartel, EVP of Fiction at RTL Germany, pointed out the attempts by traditional broadcasters to mimic successful streaming strategies. This “streamification” of conventional media urges broadcasters to produce bolder, more innovative programming. Yet, the execution has not always yielded the desired audience engagement, placing them in a precarious position as they risk alienating their core demographic in pursuit of modern trends.
The essence of cooperation between streamers and broadcasters was further expounded by José Pastor, Fiction Director at RTVE in Spain. Pastor highlighted the importance of well-planned windowing strategies, specifying that successful cohabitation of content between streamers and traditional broadcasters hinges upon the latter being granted the first window of opportunity to showcase series. Control over the initial promotion can dramatically enhance visibility and set a precedent for second-window success on streaming platforms.
While the television landscape has undeniably altered with the plateau following Peak TV, industry players must learn to navigate this transitional open plain with innovation and adaptability. Continuous engagement with unscripted formats reflects not only a tactical response to market saturation but also an acknowledgment that content diversity is imperative for survival.
Furthermore, as the dynamics of collaboration between broadcasters and streamers become more intricate, strategic foresight will be critical for both entities to thrive in this evolving environment. This era also presents a unique opportunity; by exploiting emerging audience trends and fostering robust partnerships, media companies can not only sustain their presence but possibly redefine the cultural landscape of television altogether. Embracing this new world order, characterized by both challenges and opportunities, is imperative for the media sector as it strives to engage viewers in an increasingly crowded marketplace.
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