Will Overpersonalization Hurt Mass TV Content?
This is interesting coming from Netflix, which has, in part, caused some of the audience fractionalization -- though probably not “overpersonalization.”
Hastings said TV and society have benefited from mass entertainment, such as big sporting events, which shouldn’t be lost. I’m sure Hastings was referring to the likes of the Super Bowl and the Olympics, which can still pull in mass audiences.
Marketers over the last few years have also been concerned about how to get viewers to sample new TV content. Many have done their best to align with new digital platforms and social media sites, such as Twitter, which can link comments to new and existing TV content, as well as providing added social media extensions.
But is all that enough? It might help pull back younger-skewing audiences, but what about older viewers? And how can social media pull in necessary diverse niches of audiences -- young, old, female and male -- to sample new shows?
The economics of TV production still count on around 1 million or more viewers of all kinds for some cable and niche networks to as much as 10 million for bigger broadcast network shows.
How can marketers get those viewers when they are going in a number of different directions, on a number of devices and platforms?
Better optimization and aggregation tools for those audiences will be needed -- perhaps to lessen personalization of media.