The 10 Most Innovative CDN Disruptors to Watch in 2022 May2022

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Editor’s PickOnce there was a time when the question was “Willthe media industry get digitally transformed?”, butthe scenario has changed now. The question todayis “How will the transformation take place?” and “How willthe media companies respond to this change?” Seeing theseopportunities presented by the digital video systems, newplayers are joining the market, hence, capturing consumer’smind with new initiatives and grabbing their wallets. Thesechanges are bringing in aggressive modification in theindustry along with new business models, partnerships andalso acquisitions.Whether one is a movie freak or a mad TV watcher, it isquite known to them that the technology today is not whatthey have seen few years back. The media andentertainment industry has seen rapid changes andmodification in the recent years. The most observingchanges that the world of technology has witnessed are asfollows:Multi-tasking and Multi-Channel ExperiencesTime has changed now. Those days are gone when peopleused to see the advertisement of a film on the road-sidebillboard or on their newspaper and then go to a movie hallto watch the movie. Today, people are multitasking and theyare more into multi-channel experiencing. People now arenot just into watching a movie or Television show with alltheir concentration. They are watching a movie, uploadingstatus on their Facebook wall and tweeting about the movie,all at the same time. They are sharing their views andopinions about whatever they are watching on their socialmedia platforms. It clearly indicates that marketing is nomore a one-media thing; rather it’s an event of all channels.An extensive research clearly proved that most peoplewatch clips and user-generated content on their phones andsimultaneously they prefer watching movies on a devicewith larger screen like computer or television set. This issomething of which entertainment companies must takeMay 2022 | 24 | www.insightssuccess.comadvantage of by prompting the viewers to use hashtag (#)and share using branded content to bring more traffic totheir content. Those days are no more when the writers andmarketers used to be focused about only the writing of thecontent, rather they are now focusing a lot on how theirpromotional content on social media platforms should looklike and how they can gain more attraction.Curated Content is more in demandThe audience has changed a lot and so is their demand.People are now demanding more curated content. And thetrend is already growing at a very successful pace. It hasbeen observed that media giants like Netflix and Amazonhave already been effectively using the curated content forabout four years. It is a procedure where the platformsuggests what the audience would like to watch orsubscribe. When these are used effectively, it can createnew audiences instantly for the provider’s new shows andproducts. This is a better way to advertise products thanother means of advertisements.Getting more creative with Artificial IntelligenceIt sounds crazy to hear that the projected amount ofspending for AI (Artificial Intelligence) for 2025 is $30billion which was earlier observed to be $300-350 millionin the year 2015. But the main reason behind such a hugeprojection is that AI is changing the way completely inwhich creativity was expressed earlier. There are alreadyvarious companies which are using the AI technology tocreate interesting movie plot points based on theperformance of box office results.Recent reports informed that McCann Erickson in Japanowns an AI creative director which can actually analyzebriefings from clients before pitching a story. From imagerecognition and language processing to speech recognitionand deep learning, AI is analyzing everything to create newlevels of impactful pitches through creative process in theentertainment and media industry.
Wireless media is the new upcoming trendGone are those days when people had to pay for all 300 channels which their satellite or cable TV channel providers used togive though the viewer actually watches only four to five channels. Now the definition of the entire media and entertainmentindustry has changed. The companies like Netflix and Hulu has brought in the new generation of wireless entertainment. Thenew users are going online. From YouTube, Netflix, Hulu to Amazon and even the cable companies are going to wireless andreplacing traditional offerings with special and customized packages to attract more consumers.Smarter Advertisements is the futureThe present day technological advancements have brought an analytical approach in machine learning and have openeddoors to combine AI and reality. This is which is making advertisements much smarter. The pundits say traditional productplacement will be soon replaced by the just a click on the dress of one’s favorite actor or actress, that too just when it appears.Experts mentioned that marketing agencies with the help of big data, will be soon able to switch out specific productplacement to the one the viewer will most likely buy. The advertisement is soon going to be another mode of entertainment.After the new digital transformations taking place, certain changes are observed in the media and entertainment industry.Traditional revenue models are decreasing in their growth as the new models are emerging. Digital enterprises are gainingmuch prominence as their ability to deliver multi-channel experience and individual business models are replaced by themodern day complex ecosystem of the new comers including new startups and super-platforms. The concept ofgeneralization is fading away and the personalized content is taking stand.May 2022 | 25 | www.insightssuccess.com
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The 10 Most Innovative CDN Disruptors to Watch in 2022 May2022

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