Facebook, Amazon, Netflix, Google/YouTube (FANG) is set to cause a hit to traditional network TV like ABC, CBS and Fox as well as the whole media business in general. What these traditional networks aim to do is 'package a specific, targeted audience and sell it to the highest bidder. The more precise the targeting, the higher the fee; the bigger the targeted audience, the bigger the fee.' This becomes problematic for them though firstly because TV is so data-poor. Only offering metrics about itself, the process to gain knowledge and insights into TV is only becoming more difficult as content is now distributed across a variety of non-TV platforms. FANG is on the complete opposite end of the spectrum when it comes to this though. Facebook for example knows what you pay attention to through what you post and share. Amazon knows what you purchase and what you're thinking about purchasing. Netflix knows about your passions through what you choose to watch and Google/YouTube knows your intentions in general through your searches. Unlike traditional TV networks, this data is actually actionable in that these services can actually act upon what they know about you. The broadcasters just don't have this ability so if say something like YouTube TV started to gain some popularity, more likely than not we'll see a general shift towards that service, leaving TV behind.
This article shows that traditional media, even in the form of TV is still threatened by new and digital media. This is all to do with the data that can be derived from the NDM platforms. With TV it's particularly difficult to obtain data that can be translated into knowledge and insights that can be linked to key performance indicators (KPIs). Not only is this not the case with FANG, but it has to be mentioned that this is costly for broadcasters. With this said, seeing how long the traditional TV platform will last will be quite interesting as it truly depends on whether they can adapt or not.
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