APRIL 10-TV companies must adapt to the rapidly changing world of online entertainment if they hope to survive, experts warn.
Broadcasters are already battling online game giants in the struggle for the attention of young audiences and the ad dollars that follow.
In the sky can be seen the so -called “metaverse” – a broad term that encompasses the growing ecosystem of interactive online worlds, games and 3D hangouts that has already attracted millions of users.
While older consumers are still included in traditional TV, viewing for those under 35 has declined by half a decade, according to Statista, and is rapidly falling as the metaverse expands.
“Young people are from passive television viewers to active players, and they are moving from screens to smartphones,” said Frédéric Cavazza, co-founder of Sysk, a Frenchman. company that specializes in digital transformation.
“TV channels die with their audiences.”
“About the story”
To reach young people, broadcasters have to compete with gaming platforms like Roblox, Fortnite and Minecraft – seen introductions to the metaverse – that have already established a dominant position.
According to media research firm Dubit, half of 9- to 12-year-old children in the United States use Roblox at least once a week. They do everything from games to concerts to hanging out with friends.
The audience could be large: 33 million people watched rapper Lil Nas X perform at Roblox in 2020, more than three times the number who watched him on TV at the Grammys this week.
Broadcasters have to choose whether to stay in a shrinking market for traditional TV programming or start integrating their characters and brands into metaverse platforms, said Matthew Warneford, co-founder of Dubit .
“It means bringing people into a world, making them part of the story, playing with their friends – in the same way that Disneyland allows you and your friends to be in their world with Mickey Mouse. “, he stated.
TV companies have a time to adapt, but they face a huge challenge in caring for the elderly who watch traditional movies, the middle aged who switch to streaming, and the young. -on want interactive and social fun.
“If we want to stay relevant, we have to put ourselves in all of these tools”, stated Kati Bremme, head of innovation for France Télévisions.
The national broadcaster is still in research mode, he said, playing with augmented and virtual reality to create immersive cultural and sports experiences.
The biggest challenge, however, will be financial.
To date, TV companies have had no resistance to the breakdown of technology because their advertising revenue is largely unaffected, unlike other traditional media such as newspapers.
That could change “faster than people think,” Warneford said.
It used to be hard to bring TV ads into the gaming world because they were created by individual companies that “locked it in and got all the money,” he said.
But in the more open field of the metaverse, brands have more ability to promote themselves and directly sell products to consumers.
In fact, fashion and luxury brands have already made millions selling virtual clothing and accessories on Roblox, Fortnite and other platforms.
“If they want to reach young people, do companies keep going to television or do they go where young people really are-in games and the metaverse?” – ETX Studio