The video attention reboot How video is being impacted by the attention recession
Our clients have full access to all of our reports. Clients can log in to read this report. Click here to become a client. Alternatively, you can purchase this individual report.
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