Hulu aggregated TV and Movies into a streaming service that operated just like TV. Netflix took the model of the corner video rental store and put it online.
Both started by presenting work already created. Amazon came in and made access to movies and TV shows similar to purchasing a book.
This totally disrupted the entertainment model.
A network hit TV show 20 years ago would deliver 18-22 million viewers. Friends had an average viewership of 25-30 million people.
At the same time, on the same day.
NCIS, NBC’s top drama has viewership in 12-14 million range. That is considered huge.
Now entertainment is no longer tied to a special night, special time, or even the box on the TV stand.
And the platform that was once a monolith is no longer the gatekeeper.
HULU, Netflix, and Amazon all are now producing media for consumers.
Their platforms are so big, that they can now produce their own content and let it run forever.
The content is written differently and shot differently. No ‘fade’ to black for commercials. The individual shows can vary in length because they are no longer constrained by the ‘viewing time’ of the major networks. The freedom is really something… and it is contagious.
Did you know that UBER is now producing media? The app is so heavily downloaded that they have a platform for making media for consumption by their users. Spike Lee is producing. More will be coming soon.
AirBnB has started creating content as well. They know the people on their platform like to travel so travel oriented content of all forms would make sense. Initially, the shows are based around lifestyles and destination info delivered by b-list Hollywood celebrities. Much more is planned.
The Weather Channel has produced their first original content piece with many more in the works. From crime dramas to sitcoms, watch the Weather Channel explode in the next 24 months.
What does that have to do with us?
Lots,
Every business is now a media company. Or should think like one anyway. Whether we are looking for a huge audience or an audience of selected patrons (you know, art directors, creative directors, photo editors) the thing that works is content.
Last evening we were speaking about websites and interesting new ways of organizing content. It has become obvious that the old models of tabs and ‘genre’ links are giving way to a more fluid, ‘story driven’ approach.
Instead of saying “click here to look at random samples of my house photographs” the images are organized more into a “here’s some cool shots I did of a house in Palo Alto”.
This means that personal work and work-work are mixed together and the visitor may not even know – or care – about the difference.
It means we must make more, entertain more, and expect no more than simple engagement to move the needle. Keeping the interest of those who want to eventually hire us is job one.
The engagement matrix is awesome.
Nothing is carved in stone anymore. Most of it is gently stirred into a constantly melting pool of ideas and disruption.
Prediction:
The best days for those who make interesting stuff are coming up. And they may be here sooner than we think… so get ready for it by making cool stuff!
NOW!
(Photo by Godwin Angeline Benjo on Unsplash… another disruptor.)