In recent discussions surrounding the evolution of television, Guy Bisson, a prominent analyst at Ampere, made waves with his presentation titled “The Open Plains After Peak TV.” Bisson’s analysis offers a critical perspective on the current state of the industry, highlighting a shift that has emerged in the post-peak era. The term “open plain” suggests a departure from the previously frenetic pace of subscriber growth and content creation that characterized the peak television phenomenon, offering a more measured landscape moving forward.
Bisson’s assertions pinpoint a key reality: the television industry has entered a phase of stabilization rather than continuous expansion. With market saturation evident since late 2022, growth rates have plateaued, necessitating a new strategic mindset from content creators and distributors alike. The transition to this “open plain” necessitates a reevaluation of competitive dynamics, as companies are now navigating a landscape reduced to approximately 75% of the peak potential they once operated under.
One of Bisson’s noteworthy concepts is the “broadcastification” of streaming services, which underscores a significant trend as streaming platforms, in their quest for profitability, begin to mirror traditional broadcast methodologies. This shift constitutes a drastic change in both operational frameworks and audience engagement strategies. As subscriber acquisition becomes less critical in a saturated market, revenue streams from advertising are coming to the forefront for many streaming platforms.
The impact of this transition is profound; streaming services are now diversifying their content, placing a premium on unscripted programming. Bisson noted that the proportion of unscripted series orders from streaming services has surged dramatically, from one in three to nearly half. This marks a pivotal change in content strategy, highlighting the industry’s response to viewer preferences as well as competitive pressures.
The move towards unscripted content reflects a broader understanding that modern audiences may be as receptive to reality shows, documentaries, and other non-fiction formats as they are to scripted narratives. Nicole Morganti, the Head of Originals for Amazon MGM Studios, confirmed that Amazon Prime Video has made significant strides in the unscripted realm, particularly targeting young adults and women—demographic groups that have sometimes been overlooked in traditional programming.
This adaptation is supported by insights from Hauke Bartel of RTL Germany, who noted the reciprocal influence between streamers and broadcasters. As streaming platforms attempt to emulate the boldness associated with online content, traditional broadcasters are simulating streaming strategies, often with mixed results. This cross-pollination can lead to innovative programming but also raises questions about how traditional audiences will respond to these new offerings.
The aforementioned dynamics raise critical issues around collaboration between streamers and broadcasters, particularly regarding the concept of windowing—the sequence in which content is made available to different audiences. José Pastor from RTVE emphasized the necessity for broadcasters to retain the primary window for their content; this arrangement benefits both parties as broadcasters can serve as promotional platforms prior to streaming rollouts.
However, the success of such collaborations hinges on negotiations that recognize the respective strengths of broadcasters and streaming platforms. It reflects a broader understanding of marketing strategies in a media landscape that is swiftly morphing. Essentially, this means that to unlock the full potential of joint efforts, broadcasters must seek the initial airing rights, allowing them to cultivate audience interest before content transitions to the streaming realm.
As the television industry navigates this transformation towards the so-called “open plain,” the challenges and opportunities abound. The emphasis on unscripted content, coupled with the recalibration of how audiences are attracted and retained, signals a significant departure from the traditional trajectory of peak television. With these changes, the industry will need to embrace innovation and adaptability, learning from both failures and successes brought forth by this new era.
Ultimately, thriving in this newly defined landscape will not be an easy feat, but understanding the implications of trends such as “broadcastification” and establishing fruitful partnerships will be vital for survival and growth in a saturated media environment.