Custom Content will be King!

 In Business Strategy


So its been interesting to watch networks and content aggregators scramble to redefine their business models. Netflix keeps evolving, Amazon Prime is great if you like old, out-dated videos, and Hulu is awkward but effective. What’s next?

It feels like a few interesting areas are converging that center around customization and the personalization of content. In just about every industry, we are witnessing the combined effect of “big data”, ample storage and computing power, and increasing consumer voice. The breaking apart of music albums to that of custom, single-driven mp3 playlists was just a taste. Increasingly high-quality videos on YouTube is another. So what is the bet that online video providers are making? Content!

But not just content… a LOT of content. All signs are showing that in the very near future, I will be able to watch a show that perfectly matches my interests and desires. And maybe this particular show will only appeal to a few thousand people. It will all be shot on a super-camera-clock-phone-toaster and it will make today’s HD movies look silly. And somehow, the model will be profitable. So it seems the large companies will have to figure out how to produce enough content, cheaply enough, to mass produce while still meeting customer preferences. Or just step back, fund the process, and let the amateurs do it.

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