The dispute is over the audience´s attention

“Today, all the contents compete with all the contents. In the end, the competition is over the attention of the consuming audience,” assured Alejandro Rojas, Director of Applied Analytics at Parrot Analytics.

The executive mentioned that beyond the different platforms, media users consume content without differentiating the mechanism through which they receive it.

Content is what leads consumers to make their final decision, and the trend is towards digitalization, everywhere and personalization of the experience. “This implies that the knowledge of the audience is essential. In order to personalize, you must know a person’s taste and adopt the final offer accordingly”.

On the other hand, he mentioned a series of phenomena derived from lockdown. At first, apocalyptic stories, as a way to find a reference to the real experience, and then this decreased; sports fans were looking for programs to substitute sports programs (such as Last Dance) or in library contents (The Office increased in the US thanks to that audience); debuts generated higher audience peaks than usual.

He also said that, even though for big streaming platforms the market is reaching a point that is near maturity, there are a number of opportunities for OTTs focused on niches. For example, Viki, which offers Korean content, already has 15 million users worldwide.

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