One of the most exciting and yet radical changes to the tech world to come in the past 10 years is the introduction of online streaming. Netflix, Hulu, and Amazon have launched a wide variety of original content that consumers have indulged in. Though their impact on blogging and social media has also created some interesting statistics. It’s opened up the door for a lot of writers to post their reviews and reactions to their favorite television shows and films, instantaneously. The convenience of streaming services for bloggers and content creators becomes a game changer. If Netflix wants their content to create on-going conversations, having several categories and target audiences in mind will help their social currency.
People tend to feel more pressure watching or viewing content that is discussed and shared more frequently across social media channels. In the article, “Internet Streaming Television vs. Cable Companies,” the author discusses how streaming is becoming more popular with the younger generation, not only because of the lower cost, but also through its promotion and engagement in blogs, tweets, and posts. Deep-hearted television fans, who are also frequent bloggers have quite an advantage for the reason that if their readers find the content to be worth watching, they will likely rely on them for more in-depth discussions. However, the question of whether streaming services will eventually solely depend on bloggers and critics to exercise the circulation of original content to become overnight successes is something to consider as the industry evolves. Entertainment Bloggers can be great marketing strategists as they could have higher engagement with millennials and essentially use social media to advertise their content.
Though, one of the major issues becomes creditability as bloggers could potentially over hype content on streaming services based on the time it takes them to binge watch a series. Alternatively, they could leave their readers on the edge of their desk chairs wanting more. Binge watching also can lead to more viewership because an entire season being released at once would likely have spoilers and reviews across the Internet rather than something that is released week to week.
It’s also a challenge for the blogger to debate whether they want to indulge their readers. In a psychology study by Charles Wagner called “Exploring Guilt and Television Binge-Watching behaviors,” Wagner describes how the average consumer always wants to know more. College students and the millennial generation will more likely create content at more impulsive rates because of the flexibility in their schedule and their familiarity with the Internet. But how does this affect the blogger? It can be an intoxicating race trying to deliver content at a rapid rate to mirror the online streaming strategy. This introduces a more interesting question: Will the quality of content creation gradually decrease if bloggers, writers, and journalists focus more on gaining a large number of followers on daily basis than delivering comprehensive and compelling articles for their subscribed readers?
There’s a lot of thinking and time that goes into content creation, you become the architect of your choices, but there’s also the impulse: you want to as many people as possible to see your content. Wagner’s study explores how these impulses for spoilers and binge watching don’t necessarily come from guilt, but that they are an escape from real life. For the blogger, it’s also an escape, a way to be creative and expressive, but these days it can be difficult to get your content seen. It’s easy for good content to be drowned out and/or lost in an echo chamber as competitors also attempt to capture larger audiences.
This is where the use of data, analytics, and insights can be extremely useful. Knowing what content is resonating most with your audience by looking at and understanding their engagement on your site is of crucial importance. These types of insights can lead to a more defined content strategy that can ultimately mean you are best serving (and growing) your audience by focusing on topics and things that are of interest to them. Metrics like tracking the number of engaged readers per piece of content and seeing which categories on your site drive the most engagement amongst your audience are both things that can be of vital importance when determining how a piece of content performed and what to focus on.
Bringing it back to the example of binging on a new show from Netflix, over time a publisher will be able to see which types of shows drive the highest engagement on their site and therefore allowing them to know whether or not they should be extensively covering it. This type of approach is much better than a throw stuff at the wall and see what sticks, especially for smaller-medium size publishers who have less budget to work with. Helping digital publishers make sense of their analytics and gather helpful insights into their site is what we are all about here at KYA.