Charles Dawes, Senior Director of International Marketing at TiVo, offers his opinion on how advancements in technology are changing the way we consume content, and how studios, broadcasters and networks can utilise artificial intelligence to create a personalized experience for consumers.
Just a few years ago, we had to rush home to catch our favourite shows on television. Today, however, the way we spend our leisure time has changed dramatically.
The introduction of streaming over a decade ago has enabled viewers to watch what they want, when they want it. In addition, the advent of mobile devices means that consumers can literally take the content with them wherever they go. In Asia Pacific, the time spent streaming video on mobile devices grew by more than 300% between 2015 to 2017 .
With accessibility to content enhanced so dramatically, today’s viewers are now faced with a new conundrum – hundreds and thousands of content choices. As a result, people are spending more time searching for content they want to watch.
According to research by TiVo, millennials spend 32 minutes per day searching for content, a number boosted by the number of services and devices they have in the home. In addition, 46% of millennials and 20% of baby boomers feel extremely frustrated when they cannot easily find and access the programs they want to watch.
This in turn, leads to show-dumping, which means that content producers and providers are losing valuable viewership numbers – not because of bad quality content, but because audiences simply cannot find and access the content they want easily.
These findings illuminate an existing gap between viewer expectation and the current limitations of the discovery experience available to the average consumer. Fortunately, the advancement of technology, such as artificial intelligence, has enabled new and efficient ways for us to address this problem, which in turn has changed the way we consume entertainment.
Predicting real behaviours with artificial intelligence
Artificial intelligence is being adopted increasingly across industries to improve customer experience, and many are already familiar with concepts like chatbots, real-time product recommendations and smart homes. In the entertainment industry, we can harness AI’s ability to study and derive patterns from human content consumption and viewing patterns to drive automated decisions that can be highly customised for the individual.
This approach, also known as deep learning, has long been adopted by Google to enhance the outcome of their search queries . Today, nearly all tech giants are investing heavily in AI . Broadcasters and content providers can follow suit by aggregating data and analysing key behavioural patterns that can be used to predict consumer behaviour, such as what different viewers want to watch at different times of the day. For example, a white-collar professional may be more inclined to watch a news program in the morning while preferring to watch TV dramas or movies in the evening.
A study by Google on YouTube viewing habits found that people tend to watch beauty, fashion and pop culture videos on their mobile phones, and travel and food videos on their desktops. News, sports and comedy were the most popular categories to watch on TV . This research shows that mobile devices have brought about more varied viewing habits, and these insights can help broadcasters and content producers to recommend the most relevant content on the right platforms.
Language, culture and other social factors also play a role in determining the kind of content that would be well-received by a certain market. For example, viewers in Southeast Asia enjoy Korean drama shows , while Australians prefer European dramas and sports .
By considering all these behavioural data, AI can perform predictive content discovery and provide highly customised recommendations for every viewer based on their lifestyle and preferences.
Charting the course for entertainment with AI
AI is no doubt actively shaping the way that we consume entertainment. At the same time, studios, broadcasters and networks will be able to reach their target audience at the right time, place and device, thus minimising show dumping and maximising viewership.
The next step for both content providers and consumers to consider is how AI is elevating voice search capabilities like those being used in Apple’s Siri, Amazon’s Alexa and Microsoft’s Cortana. A research by Tivo found that more than half of the survey respondents stated a desire to use voice for television viewing and that it would be their ideal way to find content on TV . This apparent demand is setting the stage for yet another new era of entertainment discovery that will have profound impact for both consumers and content providers.
Join Charles Dawes, TiVo’s International Marketing Senior Director, at the Broadcast Media Track on 28 June! He will be discussing more on the growing importance of voice search in content consumption. View the Summit Programme here.