Media, where is it headed?
I had the pleasure of reading Deloitte’s annual “The State of the Media Democracy” study. Here are some publicly available stats that I believe are indicative of where its all headed:
Millennials (ages 14 – 25) spend more time with media per week, but less time watching television, and mobile devices are primary entertainment channels for them.
Ok. I’m one of these. Yes I consume more media daily. No, I do not watch any TV. Even when I had full access to HD cable glory, I would prefer to run TV shows and movies from my media center… aka big hard drive with content hooked up to a USB enabled DVD player. TV is great, but unless you are ponying up for a cable co dvr, you are out of luck in terms of on demand content.
In 2009, more than ever, people want to access their content when they want to for an affordable price.
58% of all respondents want to easily connect their TVs to the Internet to download or view content or view content on their PC. That number bumps up to 70% for Millennials.
Building on the point above…
This is where Netflix GETS IT. XBOX + Netflix is the best thing since sliced bread. No more waiting for disc in the mail (so archaic!) and no new hardware! This is great! These types of deals are showing us that we are headed to the convergence of TV, internet, and home computing. Windows Media Center and Apple TV are a decent start, but still not mainstream enough. Xbox is mainstream. I am still waiting for the day when I can whip out a phone and using a shortcode order a netflix movie via sms, and have it all loaded up in HD automatically to my STB (Set-top Box) which remains in a powersaver mode until it gets the comand. If this same box is also my gaming station and my cable box, all the better. I want to see the end of having a dvd, dvr/cable box, game box, and <insert other device here> clutter up my TV space, eat power, and create a web of wiring confusion in my living room.
60% want the ability to move their content to any device they own without any problems.
The last part is key. That TV show that I downloaded at home… If I want to watch it on my 3g phone while waiting at an airport lounge or riding a train, I should be able to do it. Its my content. I paid for it. Serve it to me when its convenient for me. I (and many others) will pay for that… just don’t make me go to MIT to figure it out ok? Thanks.
Lessons?
- Lines between devices that are used for media consumption are bluring
- Convergence is good if functional
- On demand (location and device agnostic) media providers will be kings
