• Short-Form Viewing Content creators today compete with short attention spans and viewers who are never content- deficient. Short-form videos last from a few seconds to one minute and are one way to capture a viewer’s attention and convert them into a customer. This length is long enough to convey a message the audience relates to in a fun and interactive way before attention spans expire. • Content and Brand Partnerships Brands differentiate in competitive markets by partnering with video providers to deliver programming that may not be available on other services. The Real Housewives on Peacock Premium offers one example. Subscribers can choose to engage in extra footage and interviews, adding an extra layer of interactivity to an otherwise flat viewing experience. The extra footage also offers a competitive advantage due to the exclusive content and its interactive element. • Advertising and T-Commerce Emerge Advertisers also have an opportunity to develop partnerships and capture more revenue. According to Parks Associates’ research on ad-supported services, 41% of users did not mind watching ads on a free streaming service. Additionally, nearly one in four users (23%) often click on ads that they watch, and the same percentage (23%) often buy things that they see advertised.
7 | © Parks Associates
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