Reports Critical Developments

The video attention reboot How video is being impacted by the attention recession

Tim Mulligan and Hanna Kahlert
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20,000 foot view:  With the attention recession in full swing following the lockdown boom, video is already feeling the pinch as evidenced by Netflix’s declining subscriber count. The mainstreaming of subscription video on demand (SVOD) pulled TV into the digital entertainment sphere, placing it at risk of further disruption from the attentionrecession. Makers of smart TVs, which are becoming a central hub of video consumption, will need to plan for diversity through supporting and facilitating lean- through consumer behaviour. Additionally, the current video focus on ad supported SVOD rollouts will need to factor in declining direct engagement rates as they seek to build recession-proof business models.

Key insights

  • SVOD is            TV’s attention challenges, with only            consumers paying direct attention to the            content being streamed
  • Direct SVOD            declined slightly from            in            2021,                       in            2022, implying that available            attention is already starting to            for video
  • Majority indirect            creates both churn and ad            risks for video as it            into the ad supported SVOD           
  •            of consumers            not feel that their TV            justifies a video subscription – an            warning sign that peak attention            already here for video
  • While still            lean-through ‘creative’ behaviours are becoming            prominent. The audience of creators            those who create music, videos,            use filters, has reached            consumer            peaking at            of           
  • The distinctions            audio, video, and gaming are            with social platforms becoming hubs            clips, reviews, sharing, promotion, consumption,            creation
  • The same            advances and feature integrations that            user- generated content and creation            a lean-through aspect of consumption            niche entertainment to find global           
  • Content with            too small to appeal to            mainstream domestic audience can now            its ideal audiences worldwide –            sustainable success with true fans,            than passive tagalongs to the           

Companies and brands mentioned in this report:  Amazon Prime Video, Comcast, Dark, Disney, Disney+, HBO Max, Money Heist, Netflix, Peacock, Roku, Samsung, Squid Game, Shorts, Snapchat, Tiger King, TikTok, and YouTube