You have to hand it to Netflix CEO Reed Hastings.
While his company went through tough times, Netflix continued to do some amazing things. The release model for House of Cards is a case in point.
While we wait patiently for the next episode of Newsroom, Game of Thrones, or Homeland, Netflix released the entire debut season of House of Cards at once. In that way, viewers didn’t have to wait for what Hastings calls “linear TV” in order to watch the series. Instead, they could view it in much the way we might read a riveting book – one chapter at a time. If we’re so inclined, we can watch several chapters in one sitting.
Of course, this turns the whole matrix of watching television upside down, and that’s exactly what Hastings thinks is happening on a larger scale. And he believes it’s all being powered by apps.
In radio, we think about apps as being associated with stations, games, or maps.
But the rapidly evolving transformation in media consumption suggests that TV apps could change everything. Recently, Hastings put his long term view on the Netflix website, and here’s a quote that will jump out at you:
“In addition to Netflix, most of the world’s leading linear TV networks are moving into Internet TV. The WatchESPN app runs on many Internet platforms and is specifically designed to showcase sports. ESPN will keep improving their app to try to stay ahead of MLB.tv, which is another terrific Internet TV sports app. The HBO GO app makes HBO’s films and series much more accessible than on HBO’s linear channel. The BBC iPlayer app in the UK provides a rich and popular on-demand interface for a wide range of BBC programming. The other major linear networks are not far behind.”
Part of Hastings’ theory is that the age of TV channels is over – that viewers will increasingly turn to TV apps to access content whenever and wherever they like. Here we are, constantly discussing Internet radio, and Hastings is making the case for Internet TV. Here’s his thought process as to why this is going to happen:
- The Internet will get faster, more reliable and more available;
- Smart TV sales will increase and eventually every TV will have Wi-Fi and apps;
- Smart TV adapters (Roku, AppleTV, etc.) will get less expensive and better;
- Tablet and smartphone viewing will increase;
- Tablets and smartphones will be used as touch interfaces for Internet TV;
- Internet TV apps will rapidly improve through competition and frequent updates;
- Streaming 4k video will happen long before linear TV supports 4k video;
- Internet video advertising will be personalized and relevant;
- TV Everywhere will provide a smooth economic transition for existing networks;
- New entrants like Netflix are innovating rapidly.
In our recently completed Techsurvey9, the stars of our show are smartphones and tablets. And we saw clearly in the data that watching videos is becoming an increasingly important usage feature on mobile devices.
So which TV brands and networks stand the best chance of survival, and which ones will progress and thrive in a TV app environment? Here’s Hastings “take” on the subject:
“Existing networks, such as ESPN and HBO, that offer amazing apps will get more viewing than in the past, and be more valuable. Existing networks that fail to develop first-class apps will lose viewing and revenue.”
In other words, may the best apps win.
Now that’s a philosophy that I can believe in – especially for the best radio brands.
And as MediaPost “Mobile Insider” writer Steve Smith recently noted in an article on this same topic, “…I think they are absolutely right that as media fragments across multiple devices this is going to be a war about moments. Both media providers and the marketers that work with them have to start thinking about how they conquest not just direct competition, but rival media experiences at any given moment.”
This war about moments suggests that your competition isn’t just The Bear, 101X, or other radio stations in town. It’s now about the wider range of digital channels and options, and what they can offer the consumer – whenever and wherever she wants it.
Your branded app needs to do more than stream. It needs to offer experiences, features, and be remarkable. That’s what Hastings is saying about the TV environment. There’s no reason to believe this won’t become reality in radio, too.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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An excellent article…like the top 10…I just reposted to my HUGE network..which guarantees my Mom, dog and bartender will read it..LOL
Thanks for helping me make it go viral!!!
Amen… It’s good to see that slowly the trend and standard is finally moving toward fun compelling and entertaining product .
Hopefully in a couple of years time that is all we have in the industry and the lifers and bean counters are all phased out …
That article really gives hope for creative types man
Hopefully the demand for talent coaches increases so talent can get correct fundamental training .
Frank, as you suggest, all the technology in the world doesn’t make bad products better. If “House of Cards” was a crap show, Reed Hastings would tell you that it doesn’t matter how he distributes it. That’s a fact of life, no matter how you watch TV…an listen to the radio. Thanks for taking the time to weigh in.