What's Happening?
David Salmon, managing director, international at Fox Corp.'s Tubi, emphasized at MIP London that audiences are increasingly indifferent to whether content is produced by professionals, creators, or users. He noted a blending of content types across the industry,
with the primary focus being on audience engagement. Salmon highlighted Tubi's strategy of creating 'shoulder content' around popular sports events, such as their partnership with Naomi Osaka for the U.S. Open, to deepen audience interaction with live programming. The discussion, which included executives from Pluto TV and DAZN, centered on content and monetization trends in the streaming industry.
Why It's Important?
This shift in audience preference underscores a significant change in the media landscape, where engagement and content accessibility are prioritized over traditional production values. For streaming platforms like Tubi, this means a potential increase in user retention and engagement by offering diverse content types. The blending of professional and user-generated content could lead to more innovative content strategies and partnerships, impacting how media companies allocate resources and develop programming. This trend may also influence advertising strategies, as platforms seek to maximize viewer engagement and monetization opportunities.
