As we approach the end of the year, some of the past year’s themes are emerging. This year, it has been a bumper year of social media and technology companies propelling themselves into the mainstream media. But, struggling to meet growth expectations, the likes of Snapchat, Facebook and Twitter have all been aggressively seeking out unique content for their networks. Lumina takes a look at the progression of the tech companies plans and systems and their partnerships that lead the content.
The world’s largest networking site is gradually moving across from just serving up your daily digest from friends. Available across all platforms, Facebook Watch has themes which “are made up of episodes” (LINK), and your recommendations form a Watchlight. This latest personalised feature from the network adopts many features, including the reactions and comments feature for all its shows. The service has been partnering with major brands to bring content to the program, including a Major League Baseball coup. Plus the social media giant is ordering original drama series too, recently announcing plans for a Norwegian teen drama (LINK). The world’s largest social network is pushing the boat out when it comes to content.
The new 280-character platform is bringing in exclusive content, with the aim of becoming the platform for live content. Twitter has been partnering with companies around the world to bring their live content in a bid to challenge its rivals. Twitter is focusing in on Sports content, given the genre’s ability to surprise and generate conversation. The likes of NFL, MLB, PGA Tour and eSports are all now available on Twitter – whether in live or highlight form. On top of this, news outlets Bloomberg and Buzzfeed and set to provide lots of live updates.
Snapchat has been making big moves after becoming more than a 10-second flash-in-the-pan. Owners of the app, Snap, have been announcing a series of partnerships and ventures in recent weeks, including Eurosport. Snapchat’s Discover platform, the service is bringing in shows from major broadcasters, including BBC, Discovery, A+E Networks and NBCUniversal. However, Snap’s dealings with NBCUniversal grew even stronger in October, after announcing the launch of a new digital studio. The studio’s output will allow the Snapchat to publish more original content to their platform – adopting a similar strategy to Netflix. Could Snap be heading in the same director as Netflix? Time will only tell.
It’s arguable that Google has had a decade advantage over all its competitors, having snapped up YouTube back in 2005. The service has grown rapidly and now demonstrates mammoth-like statistics for the community. As the rest of the services play catch up, YouTube is adopting the techniques of its rivals – partnering with major stars to bring the content to the website. Above all this, the service has already developed a strong selection of channels and broadcasters advertising their programs. And even beyond this, the BBC have adopted YouTube as its online video service, behind its own iPlayer platform. BBC3’s transformation into an online channel has seen YouTube become home to short-form BBC3 content – receiving it before iPlayer does in some cases.
Equally, in the past few months, Apple have been making huge strides in their content production side hiring key personnel. Senior executives from Sony Pictures and Jay Hunt from Channel 4 for a European CCO position to name a few. Such big hires cannot go unnoticed and it is clear Apple have something in the pipeline. Having dedicated up to a $1 billion budget to the content production, there are several productions in process, including series with high-profile Hollywood stars (LINK). How this original content is incorporated in Apple’s current services is currently unknown, but expect the tech giant to build on their Apple TV product.
The big social media networks have seen the opportunity to provide broadcasters the opportunity to generate additional revenue and bringing in more people to the websites. As media consumption continues to rise, the traditional forms of broadcast media are having to adapt its approaches to combat the challenges that the social giants pose. Through cooperation and partnerships, the broadcasters, social media networks and users all win with better access to content.