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The Challenge of Content Engagement in Streaming

A Marketer's Perspective

The Challenge of Content Engagement in Streaming

As an avid streaming enthusiast, you can’t complain about the rapid increase in content available to us now. It’s a wonderful thing, all of this exciting content being thrown at your feet, begging for even the slightest moment of your attention. On the other hand, as a marketer within the film and TV industry, you certainly can. Content engagement has become a big challenge due to the increasing complexities involved in capturing and retaining view attention. Quite frankly, it has to be a nightmare: content saturation and discoverability are just the tip of the iceberg. According to Nielsen’s 2023 State of Play report, the number of video titles available to viewers in the U.S., U.K., Canada, Mexico, and Germany has surged from 1.9 million in July 2021 to 2.7 million by June 2023. With the constant need for innovative promotional strategies and the fierce competition for digital real estate, you’re caught in a marketing storm that requires navigating with both creativity and precision. Batten down the hatches and delve into our latest Marketers’ Handbook here, crafted specifically for marketers grappling with ensuring their digital campaigns are getting maximum return in this tumultuous landscape.

Personally I blame the likes of TikTok for this, but a lot of the pressure for marketers is coming from the simple fact that our attention spans are on the decline. That paired with increasingly high expectations, due to having a wide range of viewing choices, it is like a maze you’ll never get out of. Viewers are quick to abandon the thought of engaging with content that doesn’t immediately capture their interest. With platforms like Netflix, Amazon Prime, Disney+, and others producing a multitude of shows and movies, viewers are bound to be getting dizzy with an overwhelming amount of choices. Even high-quality content can get lost in the shuffle, and marketers must find innovative ways to make their offerings visible and engaging.

Understanding the competitive landscape is crucial for developing effective engagement strategies. By conducting a thorough analysis of how competitors are positioning their content and the promotional tactics they use, marketers can gain valuable insights into what works and what doesn’t. This knowledge can inform the development of unique campaigns that cut through the noise and attract viewer attention.

In today’s market, data-driven decision-making isn’t a nice to have, it’s a must-have. The industry is moving past traditional metrics that no longer serve them, such as Share of Voice, having introduced the likes of Media Placement Value (MPV™). MPV™ quantifies the value of media exposure, helping marketers make informed placement decisions and optimize their campaigns for maximum impact. Marketers now have a solid chance at boosting their digital campaigns and securing budget approval, based on thorough past and current campaign analysis. And at lightning speed.  If your ears are now pricked, you can refer to our comprehensive Marketers’ Handbook here to find out more.

The challenge of content discoverability goes beyond mere saturation. With so many platforms and user interfaces, how can you even start to keep up with best practices for each one? Especially when you can’t even get your hands on what you’re working with. Ensuring that your content is placed in the most visible and accessible locations requires a strategic approach. Using tools that track and analyze content performance across various platforms can help marketers pinpoint the best spots to stake their claim.

So, in conclusion, the rapidly changing digital entertainment landscape is bringing some huge headaches for marketers. By keeping a finger on the pulse of industry trends, harnessing the power of data, and continuously innovating campaign strategies, marketers have the key to unlocking success in this complex environment effectively. Dive into our Marketers’ Handbook here, and integrate the key steps outlined to enhance your digital campaigns, leaving the competition eating your dust.