At the end of the year, everyone has a consistent prediction for the 2017 immersive image content: With the development of immersion technology in hardware, content, communication channels and application markets, more and more content creators are beginning to subvert the current Still using traditional 2D thinking to create multi-dimensional spatial content, a batch of content with multi-dimensional spatial logic will appear in the form of real VR advantage, and capital and market will compete for a new round around these new contents.
However, in the entire large digital media market, VR/AR is only a small category. Compared with the huge digital media, not only is it completely impossible to talk about market share, but even the direction of its own development is not very clear. But the trend of the entire digital media is traceable. The tech media techcrunch made a market forecast for the digital media for 2017 in the coming year. It briefly explained the different market directions of media formats including VR/AR, which can be a reference for the VR/AR industry:
First, the mainstream video platform began to fight across the board
With the ambitious new intruders such as AT&T's DirecTV Now joining the battle, mainstream video platforms like Hulu, as well as Sling TV and Sony PlayStaTIon Vue, will start broadcasting, plus the original cable TV and satellite TV giants. The main battlefield of digital media in 2107 was led by high-end video media.
Second, Netflix's world status will be challenged
Netflix's overall strength in the high-end OTT (Over The Top) video space will face unprecedented challenges. Competing products like Hulu, which have not been invisible but not weak, will break the current market structure and expand. And to pre-empt competitors in China and other regions, quickly stabilize their core business model through high-quality content. Only in this way can we compete with the increasingly powerful industry giants (Amazon, Apple or other such platforms) that use content to market. Although Netflix has an explosive ending at the end of 2016, with the beginning of 2017, it still needs to face a new reality. 2017 is the beginning of the highlight of high-quality content, and good content is good content, regardless of the length of time.
Third, personalized content will become the battleground for this top battlefield
With the entry of the strong army, personalized content will become the main competitive market among the main rivals. People's "watching TV" experience will begin to shift from one-to-many (to the public) to one-to-one (personalized content). Content is still king, but in a dazzling array of content, if consumers can't find what they want, imagine what it means.
Fourth, there will be a sky-high price merger
Cases like AT&T's acquisition of Warner will inspire those who have both technology (platform) and content (producer) from this $85 billion merger. The rumors that started to spread include: Verizon has been eyeing CBS, and NetEase's long-term profitability is not enough. It should also have a result in 2017 (discussed that Disney had a purchase intention for Netflix last year). Of course, the eyes can't just stare at potential buyers, such as Apple, Amazon, Facebook, Google/YouTube, Verizon, etc., like Ma Yun is also the same rich "Ali Dad", in case he will buy 100 billion next year. Don't be too surprised to have a traditional content giant.
Fifth, the streaming media music market is further consolidated
With diversified online stores like Apple and Google YouTube becoming the leaders of digital music retailers, the remaining music market niche platforms (SpoTIfy, Pandora, Napster, Deezer, Slacker, etc.) will lose their long-term market share. The acquisition of big fish and small fish will become the ultimate game of the game in this field.
6. The line between the media and advertisers is blurring
In fact, each brand in the future is its own media company. Because the current advertising trend requires all brands to "tell the story." The only difference is whether it is good or bad, is it attractive enough? How much influence does its media influence? More and more brands will directly face consumers and use their own brand content for marketing. Just as content consumption is becoming more and more personalized, the brand's content marketing will also develop in a personalized way. Technologies such as chatbots and wearables will play a role in this area.
Seven, VR&AR lowered its posture in 2017
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