Monday, July 17, 2017

Content isn't king — Benedict Evans

Something to watch

"Taking a step back, though, it’s not clear how much all of this really matters to tech. The tech industry has been trying to get onto the TV and into the living room since before the consumer internet - the ‘information superhighway’ of the early 1990s was really about interactive TV, not the web. Yet after a couple of decades of trying, the tech industry now dominates the living room, and is transforming what ‘video’ means, but with the phone, not the TV. The reason Apple TV, Chromecast, FireTV and everything else feel so anti-climactic is that getting onto the TV was a red herring - the device is the phone and the network is the internet. The smartphone is the sun and everything else orbits it. Internet advertising will be bigger than TV advertising this year, and Apple’s revenue is larger than the entire global pay TV industry. This is also why tech companies are even thinking about commissioning their own premium shows today - they are now so big that the budgets involved in buying or creating TV look a lot less daunting than they once did. A recurring story in the past was for a leading tech company to go to Hollywood, announce its intention to buy lots of stuff, and then turn pale at the first rate card it was shown and say “wow - that’s really expensive!”. They have the money now, not from conquering TV but from creating something bigger."
Content isn't king — Benedict Evans
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