The landscape of television and streaming has undergone a significant transformation recently. New analyses and insights reveal that we are entering a phase that can be described as an “open plain” following the peak of television content. Ampere’s esteemed analyst, Guy Bisson, provides a compelling perspective on this shift, illustrating the evolving nature of the industry post-peak and the emerging strategies content creators and distributors must adopt to thrive in this changing environment.
Bisson’s metaphor of transitioning from “peak TV” to an “open plain” encapsulates the industry’s current state accurately. After years of unprecedented growth and an explosion of original content, the industry is hitting a plateau. Demand for high-quality programming remains, yet the saturation of options has caused a slowdown in subscriber growth for many streaming platforms. Bisson emphasizes that the industry now operates at about 75% of its peak performance, requiring a comprehensive re-evaluation of content strategies, operations, and competitive dynamics among companies. This notion brings forth the challenge of navigating a market where traditional and new media blurred lines necessitate innovative partnerships and unique approaches.
One of the most significant insights Bisson shared pertains to the “broadcastification” of streaming services. In a landscape once dominated by subscriber growth, platforms are now increasingly focusing on alternative revenue streams, particularly advertising. With subscriber acquisition becoming more difficult and costly, platforms are adopting strategies reminiscent of traditional commercial broadcasters. Bisson pointed out that many streamers have shifted their focus towards maximizing ad revenues, transitioning the kind of content they produce as a result. This strategic pivot often manifests in an increased emphasis on unscripted programming, which has risen dramatically since 2019.
As platforms seek profitability, they find themselves producing more unscripted content. Initially, only one in three series orders involved unscripted content; that ratio has changed drastically, with unscripted shows now comprising almost half of streaming service orders. This trend reflects a larger industry move that utilizes less costly formats to engage audiences and diversify revenue models.
The conversation around these shifts extends into discussions about how traditional broadcasters are responding to the streaming phenomenon. Hauke Bartel from RTL Germany pointed out that television broadcasters have attempted to imitate streaming strategies by commissioning more innovative and complex programming. However, this adaptation has not always been successful; many broadcasters struggle to maintain connections with their traditional viewership while exploring this new creative landscape. This leads to a critical question: how can broadcasters balance new content formats while still catering to their core audience?
The insights from Jose Pastor of RTVE underscore the importance of coordinated efforts between streamers and traditional broadcasters, particularly around content windowing. Pastor contends that broadcasters should have the initial release of shows; doing so provides them with the opportunity to promote the series effectively before it transitions to a streaming platform. This partnership can serve both parties, allowing broadcasters to leverage their promotional power while streamers gain access to a pre-engaged audience.
As the television landscape continues to evolve, the relationship between traditional broadcasters and streaming services becomes increasingly intricate. The arrival of an “open plain” signals that the industry must rethink its economic models, collaboration strategies, and content priorities. The future of content creation will rest upon the ability of companies to adapt to shifting consumer preferences, emerging technologies, and the competitive pressures shaping their strategies.
The integration of advertising-centric approaches and unscripted programming reflects a broader trend of adaptation within the industry. By fostering collaborations and understanding the strengths of each segment, traditional broadcasters and streaming platforms can navigate this new terrain successfully. As we look ahead, the challenge and opportunity will be in how these entities reshape their identity in a market defined by transformation and potential synergies.