Changing Behaviour in Content Consumption

This post was written by: Tegan Valeny

On Episode 6 of The Content & Media Matters Podcast we were delighted to be joined by Emilia Kasper, the Chief Operating Officer at 3SS. Amelia began her career as an engineer, then moved into project management before taking on the role of COO. Being highly ambitious, Amelia now leads the delivery unit for 3SS and is really passionate about using her commercial and communicative skills with her technical background to provide outstanding services for her customers. We talked about how content consumption is changing the industry as we know it. 

How do you think that the introduction of IP video has impacted the industry?

When I joined the industry, TV was all about cable and terrestrial distribution. At the time, IPTV was rather new and was more like an add on, but now live stream IP is the norm. That’s influencing consumer behaviour. In the past, people were consuming TV channels, whereas now they’re using catch up or recordings of specific shows. Another aspect of IP is the scalability and the possibility of decentralised distribution. That has opened up a multitude of production and content spreading possibilities. Everybody can be a content creator now.

What do you think the growth of the automotive space will have on content owners?

Automotive is a subject which has a lot of attention at the moment. 3SS had its own car upholstery in front of IBC, and we are seriously looking into that area as a platform. Automotive offers us a new screen and new ecosystem. When we talk about that ecosystem, there are multiple aspects to look at from the content owners point of view. The first is the distribution channels. A lot of the automotive OEMs have their own app stores, so  as a content owner you need to make sure that you are on the respective stores, just as you are on TV or mobile app stores. 

Content owners also need to consider format, because content needs to be optimised for this new platform. Mobile data is still costly in some countries, so how will consumers be streaming? When you’re on the move there may also be connectivity issues, and the content format needs to be adapted to enable a good consumer experience on the move. With automotive you’re in the backseat of a car, so there’s noise, distraction and movement to compete with. Content owners need to consider the consumer’s attention span in this context. They tend to watch this bite or snack sized content which is 10-15 minutes long and easy to consume. Content owners have to consider all of that and adapt the content. 

Do you think that one approach will become dominant in the automotive space?

I think in reality it will be a mixture, because everyone will want to keep the users engaged in their ecosystems. It’s a question of agreement between content providers and operators on how much data is shared by the content owners. If you don’t know and understand user behaviour, you can’t understand their preferences, so your recommendations are meaningless. People won’t be engaged long-term, so you’ll lose them as consumers. Even the big players like Netflix or Disney will have to allow their content on the aggregation platforms if they want to keep up with the changes in consumer behaviour. 

To hear more about the impact of changing consumer behaviour in the Content & Media industry, listen to the whole podcast episode here

We sit down regularly with some of the biggest names in our industry, we dedicate our podcast to the stories of leaders in the technologies industries that bring us closer together. Follow the link here to see some of our latest episodes and don’t forget to subscribe.     

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