在全球媒体和娱乐中解决价值和摩擦
“今天的每个人 - 来自网络，工作室，经销商，生产者和品牌都在关注业务中。Tech已经被喧嚣无聊，“斯科特卡林说，斯科特卡林说，他作为行政副总裁加入了行业领导人HBO和华纳兄弟的职业生涯。他呼吁我们行业挑战在所有媒体形式中捕获注意力。
Amid this significantly disrupted space, our team works consistently in the trenches of the streaming wars, helping clients understand the human science behind capturing share in the attention business. Our work here continues what we have done for decades in the media and entertainment space.
In this piece, I’ll dive into some of our most sought after insights to fuel you and your team as you prepare for 2020 – a year we feel will influence consumers’ media consumption habits almost as much as the advent of TV.
Accelerating change and churn
Mike Bloxham, SVP, Magid, compares us to dinosaurs, saying we’ve “become a society of video velociraptors, voraciously consuming our favorite shows on any screen available to us at all hours of the day and night seven days a week.”
So how do our clients “feed the beast” they have created?
随着全新卫生服务的新奥特服务，任何人都不可能跟上优惠和定价。在新进入者的慌乱中，内容还是king and management teams that know如何重视内容，特别是哪个内容吸引并保留查看者正在持有一个不可用的优势。
The 2019 Magid Video Entertainment Study found that when signing up for a streaming service, 43% of consumers intended to stay with the service for six months or less.
That same study, which we field over time also found that consumers have about two SVOD subscriptions now and are willing to subscribe to a handful of services at around $40 in the future. This certainly doesn’t leave much room in terms of financial appetite for new services.
今天的孩子们，明天的媒体消费者
In our 2019 Magid Mobile Study, nearly a third of 8-to-12-year-olds said that they’d rather be in a room alone with their mobile device than in a room with their friends and no mobile device. Yet, this same group and 13-to-17-year-old teens are more likely to recognize their smartphone addiction than are adults.
Sarah Holmes, SVP, Magid, often talks of kids not getting enough credit. These age groups are incredibly savvy in understanding family dynamics and negotiation – and are wonderful storytellers. More diverse and multi-faceted than previous generations, they’re seeking content that matches that level of diversity, while also holding media companies and personalities to high standards given their commitment to social consciousness.
Technology is great. Human solutions are better.
Consumer attention is on the line and past behavior isn’t always the best predictor when technology is rapidly changing the idea of what’s possible. Consumers are continuing to engage in new behaviors, build new expectations, and seek customized solutions while adopting unpredictable patterns.
The solution to reach consumers doesn’t begin and end with technology. Instead, leverage technology and new trends to help make experiences more human-centric for consumers, while providing solutions that solve for the greatest points of friction consumers faceand提供价值大于比赛。
Every decision a consumer makes is determined by a nonconscious weighing of points of perceived value against an equally expansive list of perceived friction points. The key to predicting human behavior rests in understanding which points of value and friction are in a consumer’s nonconscious evaluation set and how they rank against one another.
For a deeper dive into our other insights,下载Magid Value：摩擦2020年全球媒体和娱乐报告。
About the Author: Kate has significant experience in strategy, innovation and growth in a diverse set of industries including media and entertainment, energy, tech/martech, and hedge funds. She holds a Bachelor’s degree from Princeton University and an MBA from Dartmouth’s Tuck School of Business.