i3 - May/June 2016 - 40
Business
BY GARY ARLEN
E N T E RTA I N M E N T M AT T E RS
"Anywhere, anytime"
is the mantra for digital
content. Device makers,
program producers and
media companies create the mechanisms and
distribution systems,
while viewers and listeners embrace the opportunities to get whatever/
whenever.
So how's that working
out? And what should
the providers in the
"anyware" ecosystem
understand about what's
coming next?
Several new research
analyses plus growing viewer
experience confirm the robust
appetite for ubiquitous access
to video content. The findings
continue to raise fascinating
visions about the design of
future content.
Predictably the studies
offer contradictory indications
about how and where viewers prefer to watch streamed
shows: some reports praise the
big-screen connected TV, while
others suggest that the living
room TV is falling out of favor.
Those factors most likely will
influence the ways producers
create content when viewers
are shifting between platforms.
For example, an Internet
Advertising Bureau-United
40
MAY/JUNE 2016
Kingdom's study found that
only 50 percent of British
online adults "consider the
TV set as the focal point of
their living rooms," and that
70 percent of adults routinely
use a connected device while
watching TV.
"Connected devices have
changed the living room and
will continue to do so, and
advertisers must plan for the
living room of tomorrow,"
says Tim Elkington, the IABUK's chief strategy officer.
"This requires a rethink
about how to command
attention in the living room
because the opportunity to do
so is far more limited, fragmented and competitive than
ever before."
Meanwhile, Adobe's Q4
2015 Digital Video Benchmark report focused on the
acceptance of multi-platform
TV Everywhere (TVE), the
U.S. cable/pay TV industry's
seven-year effort to let paying
subscribers access content
via multiple devices. Adobe
tallied a significant boost in
TV Everywhere usage for the
first time, although fewer
than one-in-five subscribers
(17.4 percent to be precise)
use the option. Adobe found
that logins via TV connected
devices such as Apple TV or
Roku are exploding, suggesting that viewers actually are in a living room
I T I S I N N O VAT I O N
Marc Fluri/Glow Images
ANYWARE! (BUT NOT THE LIVING ROOM)
i3 - May/June 2016
Table of Contents for the Digital Edition of i3 - May/June 2016
Contents
i3 - May/June 2016 - Cover1
i3 - May/June 2016 - Cover2
i3 - May/June 2016 - Contents
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i3 - May/June 2016 - Cover3
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