Video: How Can Content Owners Navigate a Fragmented Digital Distribution Landscape?
Learn more about live linear channels at the next 直播峰会.
Watch the complete video of this panel, LS101: Social Live Video: The New Cable, in the 流媒体 Conference Video Portal.
Read the complete transcript of this clip:
马克Kornfilt: One of the things that we've been thinking about a lot is in this era where you have to consider the digital channel when you do live streaming is, how do you manage the fragmentation of your audience? First of all, I think if you have a choice, there's no reason why you wouldn't distribute to both. I think if the business model enables it, I don't see a reason why.
The big difference on digital as it relates to social is the audience is fragmented. It's fragmented not only across platforms, it's also fragmented across devices. If you look at what's happening with connected TVs--I bought an LG TV recently. I turned it on and there was a completely new app store I had never seen with its own set of apps, 我就说, "These guys have broken the internet." All of these guys have broken the internet. There's no browser, there's no websites that I go to. How do I consume content here? 我不知道. I have to go and get maybe the Facebook app and just try to find Katy Perry on Facebook and try to find the live content there. 这毫无意义. As a user experience for a viewer, the journey makes no sense.
I think that is a complexity of digital distribution channels that 不幸的是 everybody has to deal with today. 对于内容所有者, 问题是, how do I have the best presence in every platform so every platform and every device and how do I enable my business model? 你知道? There's the other side of this, 这是, it's great where it's used for marketing and it's free to view, 那太好了. If you want to monetize, how do you go and monetize on YouTube? How do you go and monetize in your own app? How do you combine these things? It's still a little bit of an immature landscape and I think it's going to grow up in the coming years. 现在, 不幸的是, there is no other way than thinking about all these platforms sort of independently.
One of the things it enables is creating your own branded apps. If a content owner or an event organizer comes to us and says, “看, I want to be on Facebook but I also want to have my own apps so that people don't have to go on LG, 找到Facebook应用程序, find my content and set that up," we'll enable that and we are going to continue to expand that piece of our business because this fragmentation forces that. It forces having tools at the disposal of content owners for the distribution side.
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