Community and Social Viewing
There is a growing demand for shared viewing experiences. With 86% of adult consumers having a smartphone, creating shared experiences is easier than ever. Remote co-viewing experiences are most commonly hosted through a web browser or app available on a mobile device or tablet. Parks Associates data finds that more than half of households own a device capable of supporting shared viewing experiences.
Some examples of remote co-viewing:
• Disney+ Watch Party: Available as a browser extension, Disney+ subscribers can watch synchronized Disney content together with others in different locations. • Amazon Prime Watch Party: Prime Video subscribers and transactional purchasers can watch synchronized content across a variety of supported devices (e.g., Fire TV, mobile phones, web browser). • Scener: A free extension available for Google Chrome where viewers can host and join watch parties where groups can experience synchronized content from some of the most popular OTT services (e.g., Netflix, Hulu, HBO Max). • Kosmi: For those preferring a more customizable chat room experience, Kosmi offers a free way for friends and strangers to unite over similar interests by watching content, playing games, and chatting either through their app or website.
Gamification
Gamification involves incorporating game mechanics into a non-game environment. It can help increase engagement and boost brand/content awareness through social, interactive, and psychological means. Gamification can provide a rewarding experience which can even increase receptivity to advertisements, platform stickiness, and monetization of the platform. For example, Crackle offers a loyalty program where viewers are rewarded for watching content on the platform. For every one-minute of content watched on Crackle, viewers earn one point. These points can then be redeemed for rewards such as a 24-hour ad-free pass. The ability to earn points, perks, discounts, and rewards is highly appealing to consumers.
9 | © Parks Associates
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