The Amp The Amp podcast: The attention economy and streamers' pivot to ad tiers
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Oct 31, 2024 Anna Kerr, a researcher at Ampere Analysis specializing in the attention economy, and Sam Nursall, who focuses on streaming services' ad strategies, share their insights on modern media trends. They explore how platforms like Netflix and Disney Plus adapt to keep consumer engagement high. The rise of influencer content is reshaping viewership, while the shift to ad-supported models addresses changing market dynamics. They also discuss the implications of gaming adaptations and the evolving landscape of audience interaction across media.
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The Attention Economy
- The attention economy refers to how consumers spend their limited time across competing media formats.
- This "currency of time" includes audio, TV, news, influencer-led video, social media, and video games.
Media Consumption and Cannibalization
- Media consumption has remained stable, especially daily engagement, leaving little room for growth.
- Influencer marketing cannibalizes traditional TV viewership, as influencer enthusiasts now watch the same amount of TV as the average consumer.
The Rise of Streaming
- Streaming services have become mainstream, shifting viewership from traditional TV.
- This new phase of streaming involves increased advertising, blurring the lines between traditional TV and streaming.