Maximising content value can help creators appeal to audiences across all video platforms

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 05, 2020, 5:19 PM UTC

COVID-19 has accelerated the audience shift to streaming from linear TV. 

With Netflix, Amazon and Apple introducing ad-free subscription-based video-on-demand, consumers are increasingly moving towards streaming platforms. As COVID-19 has accelerated that shift, industry experts expect more hybrid operations to emerging with content providers offering more access option to attract consumers. 

Completely migrating to online may cause content providers to lose viewers and viewing minutes massively. While linear TV can restrict consumers’ viewing schedule, subscribing to every VOD can become a financial burden on viewers.

As the same content can appear across AVOD, linear and SVOD, content providers should focus on the fundamentals of each platform and maximise the value of each content piece. They can also use a single source Cross-Media Measurement tool to reduce complexities around audience measurement and enhance content performance across channels and devices.

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