Why Engagement Capabilities Will Define The Future of Media 和 Entertainment
Streaming media has undergone rapid growth 和 evolution over the past few years, with ad-supported models gaining traction – evidenced by the success of Netflix的“Basic With Ads”套餐 now counting 15 million monthly active viewers 仅仅在发布一年后. 然而, there appears to be a ceiling to how much consumers are willing to pay in total subscription costs. 像Netflix这样的大公司, Hulu, 亚马逊也在寻求多元化的收入来源, 一个具有巨大未开发潜力的领域是 用户参与.
即将进入2024年，新的 以接触为核心的产品 that move beyond ads to unlock new revenue opportunities will be a crucial element in exp和ing free, 广告支持电视(FAST)频道. Players in the media 和 entertainment industry that can successfully introduce creative features 和 gain viewers’ active involvement in content st和 to benefit tremendously.
There are a few ways engagement capabilities can be integrated into existing content to exp和 revenue streams, 其中最明显的是 游戏化的内容. 添加 gamified元素 into programming incentivizes viewers to watch for longer, 和 even to make purchases. 这些微交易与互动游戏有关, 琐事, polls that precede or overlay popular shows can add up quickly across a large subscriber base. 例如, by facilitating just $1 in extra monthly purchases per customer, a provider with 10 million subscribers could boost annual revenue by $120 million on the back of engagement-driven 小额支付.
Live commerce 和 novel applications of artificial intelligence present similar opportunities for entertainment providers to convert fan enthusiasm into revenue via real-time engagement. Shoppable编程, 例如, enables the seamless purchase of on-screen products unlocking increased e-commerce sales for advertisers. 人工智能集成，如交互式聊天机器人, 另一方面, can provide a concierge-style purchasing experience – converting engaged viewers into buyers through hyper-relevant promotions 和 offers that are native to the viewing experience.
These types of innovative 和 multi-faceted engagement strategies enhance entertainment offerings, 使现代受众能够积极参与. Media companies that creatively involve audiences in what they watch st和 to gain significant advantages in three critical areas:
用户保留
Innovative integrations of interactive components into programming, like the NFL的增强版《百家乐app下载》广播, demonstrate new avenues to lengthen viewing sessions by entertaining hard-to-captivate demographics without compromising core fans. As consumer taste continues fragmenting amid endless entertainment choice, 定制和个性化将是关键. 允许粉丝定制观看体验的平台, such as selecting specialized avatars 和 camera angles for live events, 在留住变化无常的现代观众方面获得优势.
品牌忠诚度
优先投资于 移动优先参与策略 还承诺在未来支付股息. With younger demographics increasingly consuming content predominantly on internet-connected devices, 医疗服务提供者需要在他们已经居住的地方满足这些人群. Social media 和 messaging integrations that tap into digital-native viewing habits can drive higher engagement levels, 观点*, 和, 最重要的是, 订阅的忠诚.
品牌社区
Integrating social features directly into streaming apps provides an opportunity to foster br和 affinity by facilitating authentic fan-to-fan 和 fan-to-star interactions. Two-way interfaces enable platforms to build owned communities centered around beloved talent 和 programming, 在哪里，志同道合的粉丝可以实时交流. This community-building promises to boost meaningful engagement, 把普通观众变成品牌代言人, while also allowing providers to gain direct access to invaluable first-party data on superfans for informing content decisions.
Building superior 用户参与 capacities promises tremendous upside for media companies that are able to execute it successfully. 特性 that facilitate meaningful engagement between viewers 和 content can drive real business results by cultivating an enthusiastic 和 loyal subscriber base.
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