For this reason, everyone is launching like crazy to conquer video, as if it were a kind of gold rush in the days of the internet. The movements are very varied and are causing practically everyone who has something to say on the network to enter the fight. If until a few months ago it could be said that the king of video was YouTube and that Facebook was the only company that could overshadow it with its movements, now things are much more complex. It is true that YouTube continues to dominate the market and it is also true that Facebook is making movements that position it as an increasingly important player in that scenario, but the truth is that things are getting complicated day after day with the entry of more and more players. The last one which is finalizing a program similar to the one it has in self-publishing for, in this case, the videos.
All this fever and all this growing weight of video in the strategies of each other is having a direct impact not only on what the big brands do on the internet (and the small ones, after all) or on the positions that network players occupy but are also modifying what consumers are receiving. As there are more and more participants and as more and more content is available, Internet users are not only faced with an ever-growing offer, but are also increasingly buried by more and more content. There are so many things that they have to think more about what they are going to do and they have to face an increasing number of options for the choice.
In fact, and as Mintel recalls in an analysis of the present and future of video on the internet, one of the great problems that it will have to face and one of the trends that were taken for granted for 2016 in terms of strategy The point is that consumers will begin to face a content overload this year. In other words, the offer will be so wide and varied that it will exceed the consumer. This is a more important problem than can be believed, since several studies have been showing, using consumer psychology, that when consumers face an excess of supply they are paralyzed and end up giving up all of it. What is the solution to this excess of videos and to this risk of widespread consumer fright? The clue could be one of what seems like magic marketing keywords in modern times: personalization.
Why you need to customize
What can be done to prevent consumers from running away? According to analysts, the key is to make things seem more assimilable. Content providers will have to create tools that allow easy navigation among all existing content options and, above all, that allow the consumer not to have to see everything but simply those things that interest them. “Video providers have been challenged to offer a better user experience on all devices to help their consumers search and discover content,” they point out. It does not matter whether the consumer is in one service or another or that he does it in one device or another: the experience has to follow those rules. It has to be easy to find content and it has to be easy to find the content that particular consumer wants to see.
In fact, all the major companies in the segment are trying to make the experience more customizable than ever and make it easier for consumers to receive what they want to see as easily as possible. The movements of the majors and their launching of their own packages of on-demand television channels on the Internet are but one example of this.
To this is added, in addition, that consumers want to have more and more freedom when it comes to viewing content. They want to see them when they feel like it. Consumers want to access content when and where it suits them and to do so under the conditions they want (and, as analysts point out, it is often ‘on the go’), which makes it decisive to be able to build an offer that works in mobility. And, in addition, the players in this field have to face a key element: if they do not offer all this, consumers will be left in the arms of another video content service.