The digital transformation has revolutionized the way consumers engage with media, leading to significant changes in viewer behaviour. Traditional television is no longer the sole choice for entertainment, and viewers now have access to a plethora of streaming services and on-the-go content consumption options.
In this blog post, we will delve into how Broadcast Video on Demand (BVOD) platforms cater to shifting viewer behaviour, providing a convenient and personalised viewing experience that aligns with the evolving preferences of today’s digital-savvy audience.
The Rise of Streaming Services:
The exponential growth of streaming services has fundamentally transformed the media landscape. Viewers now have access to a vast array of on-demand content, offering them control over what, when, and how they watch. This shift from traditional linear television to streaming services is driven by viewers’ desire for convenience and a personalised content experience.
BVOD platforms tap into this demand by curating extensive libraries of content, ranging from TV series to movies, documentaries, and more. By providing a wide range of choices, BVOD platforms can cater to diverse audience preferences and capture a larger share of viewer attention.
On-the-Go Content Consumption:
With the advent of smartphones and other portable devices, viewers are no longer confined to their living rooms to consume content. On-the-go content consumption has become increasingly popular, enabling viewers to watch their favourite shows and movies while commuting, waiting in line, or during travel. BVOD platforms recognise this shift in viewer behaviour and ensure that their services are accessible across multiple devices.
Mobile applications and responsive websites offer viewers a seamless experience by allowing them to start watching a program on one device and continue on another without disruption. This flexibility and freedom to consume content anytime, anywhere has contributed to the popularity of BVOD platforms.
Convenience and Personalisation:
Convenience and personalisation are key drivers of viewer engagement in the digital era. BVOD platforms excel in providing both. With features such as pause, rewind, and fast-forward, viewers have complete control over their viewing experience.
They can customise their content consumption based on their preferences, allowing them to skip commercials or rewatch favourite scenes. Furthermore, BVOD platforms leverage advanced algorithms to offer personalised recommendations based on viewers’ interests, viewing history, and trending content.
These tailored suggestions enhance the viewing experience by showcasing relevant shows and movies, ultimately increasing viewer engagement and satisfaction.
Ad-Supported BVOD:
One variant of BVOD that has gained prominence is ad-supported BVOD. In this model, platforms offer free access to content by incorporating advertising as a revenue stream. Ad-supported BVOD platforms leverage targeted advertising to deliver relevant ads to viewers based on demographics, interests, and viewing habits.
By harnessing the power of data and analytics, BVOD platforms can create finely tuned advertising segments, maximising the value for both advertisers and viewers. Advertisers benefit from reaching highly relevant audiences, while viewers enjoy free access to a diverse range of content. The rise of ad-supported BVOD serves as a testament to the mutually beneficial relationship between viewers, advertisers, and BVOD platforms.
Data and Analytics:
BVOD platforms rely on data and analytics to gain profound insights into viewer behaviour. By collecting and analysing data points such as viewing patterns, engagement metrics, and demographic information, BVOD platforms can refine their content offerings and optimise the viewer experience.
These insights enable BVOD platforms to deliver more relevant content recommendations and improve retention rates, and personalised advertising messages. Data-driven decision-making in BVOD platforms ensures increased viewer satisfaction, enhanced monetization opportunities, and the ability to thrive in an ever-changing media landscape.
Content Diversity and Original Programming:
One of the key strengths of BVOD platforms is their ability to offer a wide range of content, including both licensed and original programming. In addition to hosting popular TV series and movies from major studios, BVOD platforms invest heavily in producing high-quality original content.
This strategy helps differentiate them from the competition and gives viewers access to exclusive shows and movies that cannot be found anywhere else.
The diversity of content on BVOD platforms caters to the evolving tastes and preferences of viewers, ensuring there is something for everyone. By embracing a mix of licensed and original programming, BVOD platforms strengthen their appeal and solidify their position in the market.
Integration with Advertisers and Brands:
BVOD platforms also provide unique opportunities for advertisers and brands to engage with their target audiences. With the ability to gather detailed data on viewer behaviour and preferences, BVOD platforms offer precise targeting and powerful ad formats that can drive brand awareness, engagement, and conversions.
From pre-roll ads to display banners and interactive video ads, BVOD platforms provide an ecosystem for advertisers to reach consumers in immersive ways. By investing in partnerships with brands and advertisers, BVOD platforms create a win-win scenario, where viewers have access to quality content. In contrast, brands can connect with their desired audience in a more personalised manner.
Challenges and Future Trends:
While BVOD platforms have adapted and thrived in response to changing viewer behaviour, they continue to face challenges and must stay abreast of emerging trends.
Advertisers are now demanding more accountability and transparency, leading BVOD platforms to invest in improved measurement solutions and third-party verification. Additionally, BVOD platforms must keep up with technological advancements such as augmented reality (AR), and virtual reality (VR) to deliver more immersive and interactive viewing experiences.
The future of BVOD will likely see increased collaboration among different platforms, mutualisation of content libraries, and a bigger focus on true cross-device synchronization to provide seamless viewing experiences across various screens.
Netflix had been experimenting with ad placements for some promotions and previews in recent years, but the real change came with the recommendations row added earlier this year.
This feature shows personalised and curated recommendations on a full screen, like a billboard space, before browsing of content. Netflix has been using this feature to promote shows and movies on their platform.
Some users raised concerns initially, fearing that it would signal the entrance of ads. Still, Netflix clarified that it was all a part of their efforts to improve the user experience and that they had no plans to run ads on its paid tiers. However, some analysts suggest that this move is a precursor to ad-supported content, especially as it tests different revenue models amid increasing competition.
Adding sponsored recommendations is not entirely a new thing; other services such as Amazon Prime and Hulu already use them, with pre-roll ads becoming a new normal.
With the industry moving towards ad-supported BVOD, it may just be a matter of time before content providers look to ads for further revenue streams. Of course, this would have to be a calculated move since it could negatively impact customer experience if not executed correctly. Nonetheless, it’s essential to keep in mind that Netflix is continuously evolving its business model in response to changing viewer behavior and remains committed to providing an exceptional user experience. However, as pressure from both investors and advertisers increases, the possibility of ad-supported content on all paid streaming services is something we cannot ignore.
Conclusion:
BVOD platforms have emerged as essential players in the evolving media landscape as they align with shifting viewer behaviour.
The rise of streaming services and on-the-go content consumption has transformed the way viewers engage with media. BVOD platforms offer convenience, personalisation, and a vast content library to cater to evolving viewer preferences.
With ad-supported models, data-driven insights, and a focus on original programming, BVOD platforms continue to thrive while offering a free or affordable viewing experience. As BVOD platforms adapt to advancements in technology and changing advertiser demands, they are well-positioned to shape the future of media consumption and provide even more engaging and personalised experiences to viewers worldwide.
