Much love and hate has been attached to this loaded business phrase -- media disruption. For many, the “love” part is the disruption that comes to traditional, perhaps greedy, media companies looking to take more consumer money out of their pockets.
The “hate”? Think of new digital companies via an old-school rock song: The Who sang: “Meet the new boss. Same as the old boss.”
Big new media and/or communications still control lots of content, viewing and advertising. And the new guys -- Google, Facebook, and Amazon? They are interested, but more importantly, they value the key marketing data.
Contributing to all this disruption -- especially in the premium content areas -- are new premium streaming platforms, like Netflix, Hulu, Amazon and others.
But here’s the thing: Much of this content might be transitory -- cancelling shows more quickly then legacy TV networks and channels.
A study from Ampere Analysis shows services like Netflix and Amazon cancel series quicker than traditional cable or broadcast channels. Sci-fi shows often got more of the heave-hos.
For example, in the U.S. between last September and March of this year, 12 of 13 series Netflix canceled had runs of three seasons or less. The list here includes Marvel theme content, such as “The Punisher,” “Daredevil,” “Luke Cage and Iron Fist.” Additionally, original comedies “All About the Washingtons,” “The Good Cop” and “Friends From College” got the thumbs down.
Now, maybe less is more. Broadcast prime-time network shows can run too long, according to some analysts. Perhaps series going 12 seasons should be cut after five or six. Many critics might opine longer run series in their later years have lackluster quality. Networks just want a steady pay day.
Does this make sense when it comes higher monthly prices for digital platforms?
Netflix recently announced a wide-range hike. New virtual pay TV services -- Sling TV, DirectTV Now, Hulu with Live TV and YouTube -- also moved up pricing. Thin profit margins continue for these pay TV services. Here, the cost of TV network carriage fees aren’t cheap.
Think about the ever-rising number of scripted original TV series on all types of new and old TV networks, bundles and OTT platforms -- some 500 now. And still growing. Where is the money to support this?
Is is it just that better competitors win out? Veteran TV and movie executives must believe there is no price or attention exhaustion from modern consumers.
So they keep on building with the hopes of -- what else -- more disruption. Maybe all this needs its own cancellation.