There is an interesting tension brewing between broadcasters and platforms as we enter into a rapidly shifting era of media consumption.
The two types of media owners are increasingly working together. Incremental audiences are being found by the likes of ITV and Channel 4 on YouTube. News publishers are needing to disseminate information to especially young consumers via TikTok, Instagram and Snapchat. Podcasts, including this one, can be found almost anywhere. Spotify is pivoting to video and Channel 4 is leaning in, recently announcing it is now putting video programming on the platform in a UK broadcasting first.
This is all occurring even as more traditional media channels continue to bang the drum about the negative side of social media, including the lost attention spans, misinformation and lack of adequate content moderation.
What does the future of this relationship look like? How are both groups adapting to changing media consumption habits? Does creative ideation need to change? Can broadcasters monetise audiences on platforms effectively or will they merely serve as avenues for marketing and distribution?
Last month, at The Future of Audio and Entertainment conference, Jack Benjamin was joined by TikTok's Trevor Johnson, Spotify's Ed Couchman, Global's Katie Bowden and BBC Studios' Jasmine Dawson to discuss this topic.
Highlights:
1:36: Changes to media consumption in recent years
7:10: Standing out among the noise of the creator economy
12:46: Can platforms be more than a discovery or marketing tool for broadcasters?
20:36: How measurement efforts need to adapt to multimedia distribution
28:06: Commerce, creators and new competition: how media consumption will change in the next five years
Related articles:
Channel 4 to launch video programming on Spotify
How Spotify is ‘removing friction’ to pursue the long tail
ITV finds incremental reach on YouTube
Are you ready for social media’s programmatic shift?
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