Insights Success The 10 Most Prominent HVAC Solution Providers Dec | Page 36

Driving Technology
Shifting towards The New
Age of Distribution and
Personalization Platforms
T
he global entertainment media landscape is undergoing a major change primarily due to shift in consumer
behaviour driven by technology. This is highly evident in the online video industry where viewership is
shifting from linear (such as TV) to on-demand (YouTube, Netflix) consumption with social networks like
YouTube, Facebook, Snapchat, Twitter etc. are becoming the new age distribution and personalization platforms.
Today, smartphone has become the new personalized TV with primetime becoming anytime. Video consumption
is on multiple screens (TV, phone, tablet, game consoles etc.) and content types such as short, long, live, 360
degrees & VR videos supported by shifting biz models (OTT, inventory, subscription, branded content etc.)
These trends are rapidly fragmenting and shaking up existing media business models based on traditional cable
and broadcast networks. In this new world content success requires not only the right insight, but also an ability to
create content scalable for these platforms in a low cost fashion. This is where technology comes as the enabler
and plays a key role in determining the relevant content for the right audience. Content was the king in an era of
linear television with limited distribution. In today’s on-demand, hyper connected, personalized world, it is not
just content, but data about the content is equally important. Technology not only enables global distribution, but
also helps to curate and personalize content tailored for audience interest and engagement.
The key to engage audience successfully on digital platforms, is to show them relevant content that is
personalized. Platforms like YouTube and Facebook use algorithmic curation and machine learning to show
relevant and personalized content to audience.
In this new era of unlimited distribution outlets and personalized content consumption the key to success is to
know what ‘content to create’ for the target consumers and to ‘create it at scale’. Culture Machine’s intelligence
platforms helps to identify the right content to create & Video Machine platforms help to ‘create at scale’. As new
types of short form content such as silent videos, listicle, how-to, cover songs, recipes or curated news, are
becoming increasingly popular in the social video world, technologies such as Video Machine is an attempt to
solve the scalability problem. At Culture Machine, analytics and scalable video creation is a core part of our
DNA.
An intrinsic study of the exponentially growing Virtual Reality (VR) world showed that Facebook is the preferred
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December 2017|