2017娱乐及媒体行业趋势（英文版）_16页

2017 Entertainment and Media Trends Summary

Core Content

The 2017 Entertainment and Media (E&M) Trends report by PwC highlights the critical shift towards fan-centric business models in the industry. As the media landscape becomes more digital and fragmented, companies must adapt to focus on passionate, loyal fans rather than just casual viewers. This transformation is essential for driving revenue growth, user engagement, and brand loyalty in an increasingly competitive market.

Main Points

• Fan-Centric Business Model: The traditional approach of targeting "eyeballs" is no longer sufficient. Companies must now build businesses around the emotional and social connections fans have with content.

• NBCUniversal's Mr. Robot Example: This show exemplifies the shift by creating immersive, multi-platform experiences that engage fans beyond traditional TV. These include Facebook Live, Reddit, Snapchat, YouTube, Twitch, and VR simulcasts.

• Five Key Functions for Fan-Centric Transformation:

  1. User/Fan Insight: Deep understanding of fan behavior, preferences, and emotional connections.
  2. Content and Experiences: Tailoring content to super-serve avid fans and extend brand reach.
  3. Distribution: Expanding to digital platforms and building owned channels to engage fans more effectively.
  4. Monetization: Developing strategies to capture fan value through targeted advertising, premium content, and live events.
  5. Operations: Reorganizing business processes to optimize cost-to-serve and fan satisfaction.

Key Information

User/Fan Insight

• Importance: Fan insight is crucial for understanding the emotional, social, and functional behaviors of fans.
• Spotify's Approach: Spotify uses its vast user data to identify heavy listeners and sharers, enabling targeted strategies for monetization.
• Challenges: Many E&M companies still rely on basic metrics like ratings and time spent, rather than deeper fan analytics.

Content and Experiences

• Value of Avid Fans: Avid fans represent a small portion of the user base but drive a significant portion of business value.
• NFL's Strategy: The NFL has focused on creating a subscription-first model and premium content to deepen fan engagement.
• The New York Times: Has adopted a "subscription-first" approach, emphasizing premium content and fan-driven journalism.

Distribution

• Shift to Digital: E&M companies must expand their distribution to social media, mobile, and streaming platforms.
• Burberry's Showcase Model: Offers a blueprint for owned distribution by creating immersive brand experiences.
• WWE Network: Has successfully expanded its distribution to include SVOD platforms, enhancing fan access and engagement.

Monetization

• Targeting Fan Segments: Monetization strategies must focus on fan-based segments rather than just content or platforms.
• NBCUniversal's Partnerships: Collaborates with AOL, Vox, BuzzFeed, Snapchat, and Apple to expand ad reach and monetization.
• Live Events: These are highly sharable and can drive revenue from sponsorships, ticket sales, and advertising.

Operations

• Operational Efficiency: Companies must optimize cost-to-serve and fan satisfaction by rethinking internal processes.
• Automation and Outsourcing: Activities that do not enhance fan value should be streamlined or outsourced.
• Flexibility and Speed: The need for process innovation and centralization is increasing to support fan-centric growth.

Conclusion

In a rapidly evolving E&M landscape, fan-centric businesses are emerging as the new leaders. Companies that successfully align their strategies around fan insights, content creation, distribution, monetization, and operations will thrive. This transformation requires significant investment and a rethinking of traditional business models, but the returns for companies that prioritize fans are substantial.