Personalised Content

My identity, My content

Global spending for content has skyrocketed, almost doubling from $87 billion in 2010 to $160 billion in 2020, with $39 billion paid for sports rights, $52 billion for film and TV rights, and $69 billion for original content (up from $47 billion 10 years earlier). Broadcasters’ (including public broadcasters) share of spending has shrunk from 90% to 65%. Consumers will follow the experiences and content that is personal to them, meaning differentiation and relevance are key.

Content has evolved significantly in the digital age;

- User generated content - has fuelled social media and sharing platforms but this has become increasingly more professional and blurs the line with traditional content.  The usually short and easily consumable format makes it compelling and a complement to longer traditional media styles. Podcasts have grown hugely in the audio space.

- Universal - Disney has long excelled at strategically building out universes. Avengers: Endgame, launched in
2019, became the highest-grossing box-office hit ever, with US$2.8bn in revenues. Others have followed suit.

- Global content - content has become more globalised with international music and shows that reach across borders and cultures, for example K-pop or Nordic Noire. Diversity is becoming more important.

- Personalised - As media becomes more interactive then content will be not only personally recommended but the actual content will be personalised to the individual, 1:1 programming.  

- Shoppable - Social media and gaming have show the power of linking commerce opportunities into media whether e-commerce, in-app purchases and now NFTs.

Content recommendations are widely used on successful social media and streaming services to tailor the experience to the individual. AI will take this to the next level, with features like mood-matched recommendations that are not just right for you, they’re right for you right now. However, 36% of consumers say that they are somewhat dissatisfied with the personalization of content they get. That’s because, in a multi-platform world, each streaming service now only has a partial view of each consumer. They know what that individual watches on their platform, but not what they’re enjoying on others. Therefore 55% of consumers say that they use or prefer
to use cross-service search engines such as Just Watch. Beyond this, users spent only up to 7 minutes searching for content, if they don't find what they like they will just default to traditional channels. 

Utilises cloud, Data, Analytics, AI & Automation and security.

The Metaverse

Blending the Digital and Physical World

Virtual environments exist online today, but they’re beginning to merge with our physical reality.

Nearly two decades ago, Linden Labs’ Second Life became an early leader in showing how powerful and compelling online communities of avatar residents can be, and myriad online communities have emerged as gaming worlds have become more complex. The idea of living in a metaverse has only increased as commerce, culture, e-sports and multiplayer role-playing games have converged in virtual worlds. 

The emerging metaverse could be a more open, multi-brand environment built around consumers that incorporates concerts, shopping, sports and other experiences that were once thought of as only physical. 

Real money underpins digital economies. Game developers depend on in-game purchases of digital equipment and supplies, and as more people spend time in the metaverse, this revenue stream will grow, supported by the growing acceptance of cryptocurrencies.

This includes  IoT, cloud, networking, security, workplace, and AI.