This article from Gigaom about the change Disney is taking in direction by releasing content first to Netflix instead of to a major network is a prime example of a company waking up to the fact that we live in a world of “mass customization” and consumer choice. Disney is taking the necessary steps to do something proactive and positive about it.
And would you expect anything less? Disney is known for their obsession with the customer experience in everything they do from their theme parks to their cruise lines. Disney is merely giving the consumer what they want – the ability to watch what they want, when they want and the way they want.
In my research on the convergence of social media and television, I learned alot about how people viewed the use of ancillary screens. I can confirm many of the points made in the Gigaom article:
- The current rating system becomes less and less relevant everyday,
- Timeshifting is the norm, not the exception, and
- Viewers love the ability to watch a series in sequence with many viewers picking up a new show and watching it from premiere to finale as if it were a Star Wars marathon.
This is just the beginning of fracturing of the final mass media space – television. Companies like Disney that embrace the change verses fighting it will benefit in the long term.