Our content libraries
Self-optimized and algorithmically tuned to our interests, came to reflect years of unbridled curiosity, skill development, passion and interests. Today, they are worlds made of what we love.
What excites us in the moment may be a day or a gambling data malaysia decade old, rendering the conventional wisdom of the TV-dominated era obsolete. It turns out, for example, that the top TV show among Gen Z Americans is “The Office,” even though it ended in 2013. We’re interested not just in what’s new, but in what captures our imagination, whether it’s iconic concert footage — for me, Talking Heads — or old videos that teach you something, like how to make compost or use a chainsaw without losing a finger.
I’m fascinated by these moments of attunement, because they drive a radical digital transformation across all industries. They represent a call to the industry to design creative that not only reaches people but resonates with them.
As creative teams navigate a landscape transformed by endless viewer choice, here are three critical things to keep in mind.
Creativity is king, regardless of the format
At the macro level, we’ve seen streaming explode. People are watching longer films produced in studios with high production values on connected TVs. At the same time, they’re also watching super-short videos produced by creators intended for small screens. That two diametrically opposed types of media grew in popularity at the same time tells us that it’s not the format or production quality that matters to viewers. It’s quality as measured by relevance, intellectual stimulation, sensory experience, and emotional resonance.