Calling all live content creators
Delivering video content to users’ eyeballs is becoming increasingly challenging. It’s no longer up to the distributor to decide when and where content should be made available. No one but the viewer decides when, where, and more importantly: IF. You can also count yourself lucky if viewers grace you with their presence. There are just too many premium entertainment options out there which are highly engaging, making the fight over viewer’s attention fiercer than ever. If you’ve binge watched House of Cards on Netflix you know exactly what I’m talking about!
So, how can you grow viewership of your live content? Here are 3 survival tips for live content creators:
1- Future-proof your user accessibility through multi-platform
Making your video content available on mobile and desktop is no longer just an option, it’s an obligation. Mobile will continue to gain ground over TV and desktop, and it’s a wave you can either ride or be drowned by. Nielsen has reported a 20% drop in TV viewership amongst young adults over the last 4 years, the percentage of those giving up TV increases every year. It looks like television will become obsolete much sooner than expected.
2- Consider branding and personalization
These are not buzzwords, new technologies allow many different types of customised experiences for viewers. For instance, a spectator may choose a branded player or second screen experience that uses his team colours and logos. The strength with which fans identify themselves with the teams they support shouldn’t be underestimated, and therefore content distributors should look for ways to strengthen the bond via their platforms.
3- Deliver a custom language experience
Survival in the content delivery food chain is all about delivering unique experiences to boost fan engagement and increase revenues. However, there is one very important customisation aspect which is often overlooked by rights owners. That is adding commentary in in the viewers native language as well as language and region specific content.
Currently, streaming technologies and platforms allow for worldwide reach and monetization at a very low cost, either via subscription, pay-wall or advert based models. Remote Commentary in multiple languages can expand the reach of live content to multiple languages and regions to either niche or mainstream audiences at a reduced cost.
The use of remote commentators isn’t new to major events; and is particularly important for the rating dominance of European Football in foreign markets.
Survival Tips in Practice
These practices aren’t alien to the United States; remote commentary, in particular, is actually gaining strength amongst major content creators and distributors such as ESPN. The Disney-owned sports network is moving towards in-studio commentary – as opposed to on-location commentary – in an effort to reduce the broadcasting cost.
If even major industry players are using remote commentary, live content creators should follow suit and keep up with the trends in the industry. The technology behind it isn’t expensive, nor is it out of reach as a way for smaller organisations to enjoy the benefits of true global distribution.