Today's column veers from its regular format to offer a look into the future of media.
Trends to watch:
The next big trend is the continuing rise of paid entertainment sites that are displacing broadcast and cable TV.
Netflix is now spending $6 billion per year on original content. According to SymphonyAM's measurement of viewership, which includes streaming as well as time-shifted viewing, Netflix had the no. 1 most viewed show (Orange is the New Black) and three of the top four most viewed shows in 2016.
Increasingly, purchased streaming services (Netflix, Hulu, et.al.) are displacing broadcast and cable, making it harder for advertisers to reach their audience on TV. As Barry Diller, founder of Fox Broadcasting, said at the Consumer Electronics Show, people who can afford it will buy content - and most people will be able to afford it as prices keep dropping. Soon traditional advertisers will "be advertising to people who can't afford your goods."
A Trend Away From Radio Listenership
Radio historically had an audience of people who listened to their favorite programming at home or in their car. But according to BuzzAngle that too is changing quickly. Today the trend is to stream audio programming, which jumped 82.6% in 2016, while downloading songs and albums dropped 15-24%. With Apple, Amazon and Google all entering the market, streaming audio is rapidly displacing real-time radio.
Declining free content will affect all consumers and advertisers.
Thus, the assault on advertisers which began with the demise of print continues. This will impact all consumers, as free content increasingly declines -- Media, Advertising And You In 2017 And Beyond, Adam Hartung, Forbes
The Future of Radio: Seven Important Trends
Of all media, radio will undergo the most dramatic change in the coming decade and these changes will radically transform the industry.
Below are some of the most important of those changes, based on insights from various media forecasters, analysts, media buyers, and the Media Life radio advisory panel.
1 The collapse of Big Radio.
Radio is a local medium and is most efficiently managed locally. Large players may reap efficiencies of scale but are very difficult to manage. Cases in point: IHeart and Cumulus, the two largest, are struggling under debt and are on the verge of collapse. They will be broken up, their stations sold off to small, locally managed radio operators -- Continue reading Medialife Trends
10 Hot Consumer Trends
The internet has shifted from being a predominately text-based source of information to one that is comprised of 70 percent video traffic. This is no wonder since our brains are hardwired to understand the world graphically. For example, a study from MIT says we only need 13 milliseconds to identify an image. That is about 10 times faster than we are able to move our eyes.
Ericsson ConsumerLab research shows that online video consumption is rising every year. Video is also viewed increasingly on the move and in real time, with video calls, online games, and live event broadcasts. Recently, we have also seen user-generated real-time broadcasts moving into the mainstream, for example with Facebook Live.
Going beyond real time, several of the trends for 2017 point towards everything around us increasingly being interpreted as moving images. Cars start understanding the world graphically when they become autonomous, as do artificial intelligence (AI) powered robots and Internet of Things (IoT) applications.
This means that rather than just real time, we should start talking about reality time.
Virtual reality (VR) is currently the fastest growing form of video traffic, with Cisco predicting that it will grow 61-fold between 2015 and 2020.2 When video literally means the world, computing power will be directed at our visual cortex rather than our fingertips.
VR and augmented reality (AR) are key features of the major Q1 2017 update to Microsoft Windows 10. And in fact, more than 40 percent of advanced internet users we have surveyed would like a computer with VR/AR as its main interface.
But our research clearly indicates that these technologies must be truly mobile to become popular. As an early VR adopter complained to us: “I have wires coming out of my head.” Wires simply must go. At the same time, 70 percent do not want to worry about charging mobile device batteries all the time.
Hence, as consumers increasingly rely on IoT devices, and begin moving within VR/AR – and in autonomous, AI controlled cars – demand for battery-friendly, high speed, near-zero latency connectivity is set to grow rapidly.
Reality time means it is time for 5G networks -- Continue reading the trends in depth on the Ericsson website