The television landscape is undergoing profound changes as new trends and technologies reshape how and what we watch. Frédéric vaulpré, vice-president of Glance, and Avril Blonde Lot, head of content insight at Glance, recently shared their insights into these evolving global TV trends. This blog will delve into who is watching what, how, & why: insights from Global TV Trends.
Global TV Trends: Understanding Who is Watching What, How, & Why?
In this blog, we delve into insights shared by Frédéric Vaulpré, Vice-President of Glance, and Avril Blondelot, Head of Content Insight at Glance, regarding current global TV trends. Key topics include the phenomenon of Content Gluttony, driven by an insatiable demand for more content, the rise of locally produced shows, and the glocalization of programming. We also explore emerging content trends, highlighting the resurgence of documentaries, drama, and comedy series.
Viewing patterns are shifting towards non-linear consumption, with live TV still holding strong for news, sports, and entertainment, while pre-broadcast viewing is growing. The blog examines the competitive “Game of Streams” among major streaming platforms, the adaptive strategies of Pay TV operators as aggregators, and the resilience of Public Service Broadcasters in the digital age. Understanding these trends is crucial for industry stakeholders to navigate the complex landscape and meet contemporary audience demands effectively.
Content Gluttony: The Overflow of Choices
In the ever-evolving global television landscape, one phenomenon stands out: Content Gluttony.
As viewers are inundated with a seemingly endless array of programs across genres and platforms, understanding the factors driving this trend and its implications becomes essential. Frédéric Vaulpré, Vice-President of Glance, and Avril Blondelot, Head of Content Insight at Glance, provide valuable insights into this phenomenon, shedding light on what it means for the industry and audiences worldwide.
More is Never Enough
One of the primary drivers of Content Gluttony is the insatiable demand for more content. As Frédéric Vaulpré points out, the rise of drama platforms has fueled a massive increase in content production. In the 2020/2021 season alone, over 6,650 new original programs were launched. This surge is a testament to the industry’s resilience and its rapid recovery from the global lockdowns that had temporarily stalled production.
Local to Local
Another significant driver is the growing appetite for locally produced content. Data from 11 European countries reveals a strong preference for local programming. Local productions are not only abundant but also highly popular among viewers. These programs are tailored to resonate with local audiences, offering culturally relevant stories and themes that enhance their appeal.
Glocalization
The concept of glocalization, where content with local roots is designed to reach global audiences, is also shaping the landscape. Streaming Platforms are increasingly adopting this strategy, resulting in a significant increase in non-US and UK dramas on global platforms. From 2019 to 2020, there was a 53% rise in the number of such shows, reflecting the industry’s efforts to cater to diverse global tastes.
Implications of Content Gluttony
Frédéric Vaulpré raised a critical question: “Will gluttony give way to indigestion?” While the abundance of content offers more choices, it may also lead to viewer fatigue, necessitating a shift towards more selective content consumption.
Emerging Content Trends: Documentary, Drama, and Comedy
As the television industry continues to evolve, specific content trends are emerging that captivate audiences globally. Frédéric Vaulpré, Vice-President of Glance, and Avril Blondelot, Head of Content Insight at Glance, have identified significant trends in documentaries, dramas, and comedies. These genres are experiencing a resurgence, driven by changing viewer preferences and innovative storytelling approaches.
The Rise of Documentary Series
Avril Blondelot noted a significant increase in the popularity of documentary series over the past five years, followed closely by drama and comedy series. Documentaries covering political figures and reality issues have particularly captivated audiences. Popular examples include “Trump Shows” and “The Rise of the Murdoch Dynasty.”
The Enduring Appeal of Drama and Comedy
Drama and comedy continue to thrive, driven by both audience demand and platform investments. Noteworthy titles like “Germinal” and “Hamlet” illustrate the enduring appeal of these genres. The adaptation of the mini-series has also seen steady growth, with successful examples such as “Scenes from a Marriage” and “The NewsReader.”
Comedy Boom
Certain regions, particularly Japan and Denmark, have experienced a significant boom in comedy series. Highlighted titles include Japan’s “Cherry Magic! Thirty Years of Virginity Can Make You a Wizard” and Denmark’s “Guru,” showcasing the diverse and evolving landscape of comedic content.
Viewing Patterns: The Shift Towards Non-Linear Consumption
The television landscape consumption is undergoing a significant transformation. Traditional linear TV viewing is increasingly being supplemented and in some cases replaced by non-linear viewing options.
This shift is driven by changing viewer preferences, advancements in technology, and the rise of various streaming services like Netflix and Hulu. Frédéric Vaulpré, Vice-President of Glance, and Avril Blondelot, Head of Content Insight at Glance, offer insights into these evolving viewing patterns and what they mean for the future of television.
Post-Pandemic TV Consumption
The pandemic has altered TV consumption patterns, with a slight decrease in overall viewing time but a continued strong presence. For instance, in Italy, the average daily TV viewing decreased by 20 minutes to 4 hours and 42 minutes. Despite this reduction, TV remains a dominant medium.
The Persistence of Live TV
Live TV continues to hold a significant place, particularly for news, sports, and entertainment programs. In 2020, 77% of countries worldwide recorded increased viewership for news channels. In Western Europe, 85% of top entertainment programs are live broadcasts.
Pre-Broadcast Viewing
Pre-broadcast viewing, which allows audiences to access content before its scheduled linear airing, is on the rise. This trend reflects the growing preference for non-linear watching options, offering viewers greater flexibility and control.
Players: Navigating the Global Battlefield
The global television industry is in the midst of a dynamic shift, with various players vying for dominance in an increasingly competitive landscape. The proliferation of streaming segments, the resilience of traditional broadcasters, and the evolving preferences of viewers have all contributed to a complex “global battlefield.” Frédéric Vaulpré, Vice-President of Glance, and Avril Blondelot, Head of Content Insight at Glance, offer insights into how different players are navigating this challenging environment.
The Dominance of Major Streaming Platforms
The “Game of Streams” is a term that aptly describes the fierce competition among streaming platforms to capture and retain viewer attention. Leading the pack are the “King Netflix,” “Queen Disney,” and “Prince Amazon,” each with their own unique strategies and vast content libraries. These platforms have significantly altered the television landscape, offering a wide array of content that is accessible anytime, anywhere.
The Rise of New Entrants
In addition to established giants, numerous new platforms have emerged, adding to the competitive pressure. According to the NoTa database, there are around 130 platforms globally, encompassing regional and local players. These new entrants are carving out niches, often focusing on specialized content or targeting specific demographics to differentiate themselves in a crowded market.
Subscriber Growth and Content Investment
Subscriber numbers continue to grow for many streaming platforms, fueled by substantial investments in original content. This content-driven approach is designed to attract new viewers and retain existing ones by offering exclusive, high-quality programming. As a result, the competition among platforms has led to a content arms race, with each trying to outdo the other in terms of production value and storytelling innovation.
Pay TV as Aggregators: Evolving Business Models
Traditional Pay TV operators are evolving their business models to stay relevant in the face of increasing competition from streaming services. These operators are transforming into aggregators, offering bundled services that include access to multiple OTT platforms along with their own content. This approach aims to provide a one-stop-shop for viewers, simplifying their viewing experience and offering added value.
Strategic Partnerships
Forming strategic partnerships with streaming platforms is a key tactic for Pay TV operators. By integrating popular streaming services into their offerings, they can attract and retain subscribers who might otherwise cut the cord. These partnerships are mutually beneficial, as they expand the reach of streaming platforms while providing Pay TV operators with a competitive edge.
Resilient Public Service Broadcasters (PSBs): Adapting to the Digital Age
Public Service Broadcasters (PSBs) have shown remarkable resilience by adapting to the digital age. They continue to play a vital role in the media ecosystem, offering content that caters to public interest, including news, educational programming, and cultural content. By embracing digital platforms and on-demand services, PSBs are ensuring their relevance in a rapidly changing landscape.
Balancing Traditional and Digital
PSBs are finding a balance between traditional broadcasting and digital innovation. They are leveraging their established credibility and trustworthiness while expanding their digital footprints through streaming services and online platforms. This dual approach helps them reach a broader audience and stay competitive against commercial streaming giants.
Viewer-Centric Strategies: Understanding Preferences
In this global battlefield, understanding viewer preferences is crucial. Streaming platforms and broadcasters are increasingly relying on data analytics to gain insights into viewing habits and preferences. This data-driven approach allows them to tailor content offerings and marketing strategies to better meet the needs and interests of their audiences.
Personalization and Engagement
Personalization is a key trend in viewer-centric strategies. By offering personalized recommendations and tailored content experiences, platforms can enhance viewer engagement and satisfaction. Interactive features, such as choose-your-own-adventure narratives and real-time feedback mechanisms, are also being explored to deepen viewer involvement.
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Conclusion
The global TV industry is in a state of dynamic evolution, influenced by changing viewer preferences, technological advancements, and competitive forces.
Understanding these trends is crucial for industry stakeholders to navigate the complex landscape and meet the demands of contemporary audiences. By staying attuned to these shifts, content creators and distributors can better align their strategies to engage and retain viewers in this ever-changing environment.
Frequently Asked Questions
1. What is Content Gluttony?
Content Gluttony refers to the overwhelming abundance of content available across various platforms and genres. This phenomenon is driven by the insatiable demand for more content, the preference for locally produced shows, and the strategy of glocalization.
2. What are the main drivers of Content Gluttony?
The three primary drivers of Content Gluttony are:
- More is Never Enough
- Local to Local
- Glocalization
3. What are the emerging content trends in TV?
The emerging content trends include:
- Documentary Series
- Drama and Comedy
4. What is the “Game of Streams”?
The “Game of Streams” refers to the intense competition among streaming platforms to capture and retain viewer attention.
5. How are Pay TV operators adapting to the rise of streaming platforms?
Pay TV operators are evolving by transforming into aggregators. They offer bundled services that include access to multiple streaming platforms along with their own content. They also form strategic partnerships with streaming platforms to attract and retain subscribers.
6. How are Public Service Broadcasters (PSBs) staying relevant in the digital age?
PSBs are adapting by embracing digital platforms and on-demand services. They balance traditional broadcasting with digital innovation, leveraging their credibility while expanding their digital footprints to reach a broader audience.
7. What strategies are being used to understand and cater to viewer preferences?
Streaming platforms and broadcasters are increasingly relying on data analytics to gain insights into viewing habits and preferences.
8. What are some examples of successful content in emerging trends?
Examples of successful content in emerging trends include:
Documentary Series: “Trump Shows” and “The Rise of the Murdoch Dynasty.”
Drama: “Germinal” and “Hamlet.”
Mini-Series: “Scenes from a Marriage” and “The NewsReader.”
Comedy: Japan’s “Cherry Magic! Thirty Years of Virginity Can Make You a Wizard” as well as Denmark’s “Guru.”