Many viewers are already “leaning in” by using a mobile device as a second screen to engage in conversations and other activities while watching a specific program. With more content competition than ever, providers need innovative ways of enticing new customers and keeping current ones. Interactive television and streaming services create opportunities for providers to differentiate themselves, engage new and existing audiences, increase profit, and minimize churn. As the technology evolves, audiences evolve alongside it and now expect more than the flat viewing experience of days past. Incorporating participatory elements into the viewing experience transforms it from a passive to active event. Meeting Modern Expectations: Making Interactive Viewing Work Modern technology allows consumers to access any type of content whenever they want on virtually any device. The television is no longer the primary device for every viewer. Mobile phones, tablets, PCs, and other devices capable of streaming video are now commonly used to watch television shows, movies, and even sporting events. Interactive video engages viewers by making them active participants in what they’re watching. There are a few common ways this is built into video. Some examples of participatory elements include the following: Building a Robust Interactive Infrastructure • Hotspots : Responsive points within a video that can be activated to reveal more content or launch real-time interactive features such as quizzes, on-demand stats, emojis/soundmojis, and more. • Branches : A choose-your-adventure approach that allows the viewer to take control of the content. • Chat : Content such as livestreams often offer a way for viewers to talk with each other and to the creator.
2 | © Parks Associates
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