The chart below made me recollect research that OFCOM did in the UK over a decade ago suggesting that some 61% of viewers found content promotion the most useful in fulfilling their viewing needs. Although not a direct comparison this figure has fallen by just 6% in over 10 years.
Given the current multitude of access points to content promotion, it is staggering that this figure holds up, but maybe even more staggering is that we see many broadcasters often dis-invest in their content promotion whether that be on linear, or have VOD platforms not fully equipped to market their content effectively.
Now, more than ever, viewers need greater direction, not less to navigate through the ever growing depths of content opportunity.
Please make sure that your content platforms are ‘bookshops’ rather than ‘libraries’!