Few sectors generate Big data in as large a quantity and at as high a speed as VOD, video games and music services. It is also one of the few areas where the slightest digital failure is inevitably and instantly perceived by the user. Entertainment companies know that their data must flow with perfect fluidity and that piracy is a scourge against which they must protect themselves.
The top content manager at Netflix said this about the importance of customizing content: «Our brand is really about personalization.The brand is about finding the thing you like and can’t find anywhere else».This is the essence of big data.
When it comes to entertainment, it’s about knowing the consumer better than he knows himself.
In this digital age, everything is measurable, provided you have the technology to do so. For example, without knowing it, a VOD consumer reveals everything about his or her behavior and preferences.
Don’t let your data play without supervision!
Thus, broadcaster X knows how long the consumer took to choose his film, the precise moment of his viewing, his genre preferences (action, science fiction, comedy, romance or documentaries), the actors and actresses that he particularly likes, etc.
From these millions of items of Big data collected from all consumers, this broadcaster can identify trends and preferences that will enable him to build just as easily a global offer that will satisfy all of its customers, as a personalized offer for our specific type of consumer.
The purpose of Big Data consists of the precise knowledge and understanding of an object or a particular subject in order to be able to present perfectly targeted actions where the risk is, for all intents and purposes, non-existent.
The global entertainment market is booming, as evidenced by the growth rates. The French edition of Zdnet magazine reports that this market will grow by 17% per year until 2021. Revenues will then reach $493 billion.
The video-on-demand (VOD) and pay-TV segment is worth $286 billion, that of video games is worth $207 billion and music brings in $32 billion. Over the next five years, their respective growth rates will be 2%, 7% and 7%. Beyond these impressive numbers, the market configuration is set to change under competitive pressure. There will be a period when mergers and acquisitions will grow to take advantage of the economies of scale.
The firm EY (EY) explains the reasons for this by referring to the three most sensitive issues. Firstly, EY notes the introduction of new business models as a result of companies becoming aware of the weakness of their technological processes and tools in this hyper-digital context. Then comes the essential need to control costs. Finally, EY argues that the development of emerging markets will offset the plateau that established markets have reached.