andrew smith - cord cutting: creating media experiences that matter in an age of content overload -...
TRANSCRIPT
![Page 1: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/1.jpg)
Cord Cutting: Creating Media Experiences that
Matter in an Age of Content Overload
![Page 2: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/2.jpg)
Andrew Smith Director of Product
![Page 3: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/3.jpg)
TV is AWESOME
![Page 4: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/4.jpg)
![Page 5: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/5.jpg)
![Page 6: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/6.jpg)
![Page 7: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/7.jpg)
![Page 8: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/8.jpg)
![Page 9: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/9.jpg)
![Page 10: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/10.jpg)
* Source Digital TV Research
![Page 11: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/11.jpg)
![Page 12: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/12.jpg)
According to a recent survey, nearly a third of all households subscribe
to a streaming TV service like Netflix, Amazon Prime Video, or Hulu
* Source GfK’s 2016 Ownership and Trend Report
![Page 13: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/13.jpg)
Among households headed up by those in the 18-34 demographic,
35% have canceled or never had Cable.
* Source GfK’s 2016 Ownership and Trend Report
![Page 14: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/14.jpg)
Almost 1 Million people canceled cable in the second quarter of
this year.
* Source GfK’s 2016 Ownership and Trend Report
![Page 15: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/15.jpg)
What does this mean?
![Page 16: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/16.jpg)
More Apps!
Video Apps on TVs
![Page 17: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/17.jpg)
More Apps!
Movies and TV Shows in mobile apps
![Page 18: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/18.jpg)
The Paradigm
Lean Back (10 ft)
Desktop (2 ft)
Mobile (1 ft)
![Page 19: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/19.jpg)
The Original Live TV UI
![Page 20: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/20.jpg)
Back to the 90s
![Page 21: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/21.jpg)
2016!?
![Page 22: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/22.jpg)
On-Demand Video, V1
![Page 23: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/23.jpg)
On-Demand Video, V2
![Page 24: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/24.jpg)
On-Demand Video, V3
![Page 25: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/25.jpg)
On-Demand Video, V4
![Page 26: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/26.jpg)
WHY SO LITTLE CHANGE?
![Page 27: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/27.jpg)
It’s Not Easy
![Page 28: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/28.jpg)
And it’s especially hard to do this everywhere
![Page 29: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/29.jpg)
3rd Party Platforms will Help…
![Page 30: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/30.jpg)
…To make things the same
![Page 31: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/31.jpg)
…To make things the same
![Page 32: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/32.jpg)
…To make things the same
![Page 33: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/33.jpg)
![Page 34: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/34.jpg)
![Page 35: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/35.jpg)
It’s OK.
![Page 36: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/36.jpg)
* Source Activate, Tech and Media Outlook 2016
Millenials Gen X Boomers
56%
74%
83%
Percentage of viewers who binge watch
![Page 37: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/37.jpg)
Where do these viewers want to binge watch?
* Source Activate, Tech and Media Outlook 2016
Millenials Gen X Boomers
3%7%
14% 11%14%
26%
86%79%
60%
Mobile/Tablet
Desktop/Laptop
TV
![Page 38: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/38.jpg)
![Page 39: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/39.jpg)
Discoverability“I want to watch
something tonight”
![Page 40: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/40.jpg)
Is this the TV we wanted?
![Page 41: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/41.jpg)
SearchSearch
“Star Trek”
Choose Channel
![Page 42: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/42.jpg)
Voice UIs
![Page 43: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/43.jpg)
The Commoditization Trap
![Page 44: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/44.jpg)
Content
Less is more.
Control is Key
![Page 45: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/45.jpg)
Merchandising
![Page 46: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/46.jpg)
Merchandising
![Page 47: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/47.jpg)
![Page 48: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/48.jpg)
Merchandising
![Page 49: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/49.jpg)
![Page 50: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/50.jpg)
New Paradigms
![Page 51: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/51.jpg)
Despite the inertia in traditional media, the world is changing
under our feet
![Page 52: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/52.jpg)
![Page 53: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/53.jpg)
From Appointment Viewing
…to Invitation Viewing
![Page 54: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/54.jpg)
![Page 55: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/55.jpg)
![Page 56: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/56.jpg)
![Page 57: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/57.jpg)
![Page 58: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/58.jpg)
Daily Views
Superbowl Youtube Facebook Snapchat
165M
5 Billion
8 Billion
10 Billion
![Page 59: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/59.jpg)
Redefining a “View”
5:00 :30 :03 :01
![Page 60: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/60.jpg)
Redefining Live
![Page 61: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/61.jpg)
Redefining Live
![Page 62: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/62.jpg)
Redefining Live
![Page 63: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/63.jpg)
Redefining Social
![Page 64: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/64.jpg)
Ambient Consumption
![Page 65: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/65.jpg)
Passive Music Consumption
![Page 66: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/66.jpg)
![Page 67: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/67.jpg)
Short Form Long Form
Simple Production
High Production
Stories
![Page 68: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/68.jpg)
LiveOn-Demand
![Page 69: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/69.jpg)
Solitary Shared
![Page 70: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/70.jpg)
Product Design is Critical
* Business Insider/App Annie
![Page 71: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/71.jpg)
Video Experiences as Product
* Business Insider/App Annie
Wide Distribution Movies: $100 Million / Hour of content
Game of Thrones: $10 Million / Hour of content
If your KPIs are hours streamed/month, daily active users, and retention, for what kind of
content would you optimize?
![Page 72: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/72.jpg)
The Future Will be More Fragmented
![Page 73: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/73.jpg)
Traditional Media Distribution
One Title Many Channels
![Page 74: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/74.jpg)
What will the media company of the future look like?
Products and media properties native to the delivery channels and usage
modes.
![Page 75: Andrew Smith - Cord Cutting: Creating Media Experiences That Matter in an Age of Content Overload - Seattle Interactive](https://reader030.vdocuments.us/reader030/viewer/2022011721/58738ce81a28ab272d8b6f75/html5/thumbnails/75.jpg)
ROOSTERTEETH
Movies
Premium TVOn-demand serial Podcast
Livecast
Short-form