Future of TV
This article from Digiday shows that much hyped video platform Vessel is finding it tough so far to attract viewers in volume. This is hot on the heels of last week's news about Yahoo Screen shutting down and Time Inc's The Daily Cut struggling to gain viewers.
Content creators are less than impressed with the numbers. Their unique U.S. web traffic is down from 168,000 in March 2015 to 48,000 in November 2015. On the U.S. Android Play Store their download range is between 50,000 to 100,000. On the U.S. iOS App Store they're not even in the top 200 entertainment apps.
Five creators, all speaking on the condition of anonymity, said their Vessel viewership and resulting revenue is negligible and the platform is merely a blip on their radars. One top creator with several million subscribers on YouTube is only seeing “thousands” of views per week on Vessel.
Of course, if there's any team with the pedigree to figure it out, it's Vessel's, so don't write them off just yet. YouTubes aren't made overnight.
Gen-Z, The Founders, Post-Millennials: there are numerous names for those in the teen bracket so coveted by media-makers. A generation thought to be more selective and discerning in their route to content, TV channels and networks are working hard to win them over.
ABC had labelled this youth market 'becomers' and it is now working on attracting 'becomers' to its rebranded channel ABC Freeform (previously ABC Family). Freeform was launched this week with an accompanying mobile app and the premiere of Shadowhunters. President of Freeform, Tom Ascheim, notes that the relaunch aims at refocusing ABC on its digital operations in response, it seems, to the patterns of media consumption by youth audiences.
We hear a lot of new television terminology, especially phrases and concepts aimed at defining new patterns of viewing and consuming television. Showtime Network's president, David Nevins, has proposed one that, in many ways, accounts for the ways that people organise their content packages around a number of rather than a single overall subscription: this is cord cobbling.
Like other networks and channels, Showtime has responded to the cord-cobbling trend by launching a streaming service and stand alone app. Unlike most networks and channels, it will also fundamentally change its series' premieres to one per month to cater to- rather than control- audience viewing habits.
The Rerun team is split into two groups. Those who have effortlessly understood Snapchat from day 1, and those who signed up, panicked at the initial camera screen, and swiped feverishly in all directions to 'get out'. These two groups are distinctly Millennials vs Gen X.
In 2016, Snapchat is poised to jump this generation gap, so everyone needs to know how to use it.
Luckily enough, The Wall Street Journal's Joanna Stern has prepared a sort of Snapchat for Dummies, and it's a great read.