The excellent CMF Trends has released another excellent white paper: Content Everywhere 2: Securing Canada’s Place in the Digital Future by the Canadian Media Production Association.
The 33-page report focusses on developments in the ‘linear, original digital content space’ in Canada, the US and the UK.
With facts and figures, it outlines the ‘videofication’ of the Internet:
“CISCO predicts that video traffic will be 79% of all consumer Internet traffic in 2018, up from 66% in 2013. Internet video is growing at a rapid pace, increasing fourfold by 2018 and consumer VOD traffic will double by 2018. For example, the amount of VOD traffic by 2018 will be equivalent to six billion DVDs per month.”
The report next analyzes the SVOD trend, OTT original content, nimble Internet successes and old media forays.
Case studies from all three countries follow.
One conclusion:
“The biggest obstacle is discoverability in a crowded marketplace –- and the only way to address this challenge is to produce a show that you know has an audience.”
The report closes with this summary of common characteristics of digital-first content across all markets:
- Global, universal stories
- Pre-existing and demonstrable digital audience
- Underserved audiences (in traditional media)
- Unique creative, perhaps unsuited to traditional media
- Creative appealing to younger digital audiences
- Premium talent or ‘event’ programming
- ‘Digital native’ skills (social media, community building experience)
- Transmedia competency to market and support content
My take: worth the time to read! Excellent insights and case studies. The takeaway is that you no longer make something for a comissioner/distributor, you make it for your audience. BONUS: email addresses of Digital-First Buyers in Canada, the UK and the US!