What viewing statistic is most important?

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In today’s viewing world what is the measuring stick for popularity? Is it TV audience viewing statistics? Youtube views? Social Media engagement? Streams? Downloads? Number of saves on to a DVR? Or is it a combination of some or all?

Camouflage

I think it is much easier in today’s world, for media companies to camouflage poor performing programmes by using different statistics to the old fashioned TV audience statistics or by using a combination of statistics.

If you ask most companies that produce programmes the figure that will be most important internally is the TV audience figure, as that is what can make them the most money, if those figures are high they can sell their programme for a higher value to a TV station, without it they have little chance of making good money.

Profitable

When companies find ways to make putting content on Youtube more profitable and ways to make more money out of social media engagement then these will be very important areas to grow but I don’t think we are quite there yet.

TV production companies want to make the most money they can per viewer to their programming so this is where Youtube and Social Media can help in an indirect way. By boasting big numbers in these areas, they can use these to help in negotiations with TV companies to squeeze more revenue from the channels and networks.

Streaming

Nowadays programmes are licensed to the big providers like Netflix and Amazon on a revenue per stream deal, so if no one watches your programme you don’t make anything. This is why I love the streaming market as although the revenue per stream should possibly be higher at least then a programme gets a fair revenue based on its viewership. Some TV stations have been stung in the past by paying big bucks from programming, for it to not to deliver the numbers that they expected for their outlay.

The problem with media is that in a lot of instances you have to speculate to accumulate and although you can have great research to back up a theory on why a programme is going to be successful, until the numbers are in you can’t take anything for granted. Thankfully all sides of the media have to do this from the Production Companies that fund programme creation to the channels that acquire it.

There are a lot of shows on TV but few runaway successes and I think everyone in the media game has to remember that.

How Clickbait has made the world focus more on headlines than quality content

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It seems we are a generation that are a sucker for a headline and will click links based merely on what they say. We get overexcited about what we are about to click through to and then 9 times out of 10 are left disappointed.

Viewing statistics are King

In today’s world no one seems to care about content and brand, all people care for is views so that they have impressive figures to boast to potential advertisers and sponsors. If I were running an organisation that created content I would want my brand to be known by what it provided, rather than how they sell what they do.

If something is being heavily promoted it is usually because the company behind it isn’t confident enough in the product. As a world we need to become a more discerning audience. I hope that one day that instead of being guided towards things by well-worded links that instead we go directly to the content providers that we value and that we think provide great content.

Sharing content has never been easier

I think because sharing content is so easy these days, there is so much out there and everyone is fighting to get noticed. This isn’t the only problem, one thing I notice on my social media feeds is that someone has been duped in to watching something through clickbait and then it then shows up in all their friends newsfeeds, so they in turn have a look and not before long the video, article or media has spread like wildfire. Hitting a share, retweet or like button I think at times has made it too easy for people to share things and has contributed to the clickbait world we live in.

The biggest and most successful companies in the world are the ones that provide the best service or product. If you are a growing company that wants to be big then you need to act like a successful company in the way you deliver your product, brand or service.

Engaging an audience

As a company you surely don’t want an audience that clicks through once and then never again, you surely want to be a company where your audience continues to engage with you. If you have to hide your brand to get people to clickthrough because you are regularly clickbaiting, then what is the value of clickbait?

You know you are a successful company when people are talking about your organisation without you having to use clickbait. There is more value in your audience posting things online off their own back, than there is in you posting things talking about how great your own company is.