MEDIOS Y ENTRETENIMIENTO
La tecnología multiplica la variedad de medios y como es sabido el mensaje se adapta a ese cambio. La industria de medios y entretenimiento está en vertiginosa adaptación a la demanda de los consumidores de personalización de los contenidos y de innovación. Los medios más recientes avanzan a expensas de los tradicionales.
Los consumidores están demandando cada vez más experiencias mediáticas ajustadas a sus necesidades y a sus gustos, aprovechando las oportunidades que brinda la tecnología. A su vez, las empresas definen sus modelos de negocios en torno a esas preferencias. En un cambio copernicano, las empresas se valen de datos y patrones de uso para ofrecer sus productos no a “una audiencia” masiva y uniforme, sino a personas con gustos y demandas específicas. El resultado es un ecosistema de medios más personalizado, en el que los usuarios controlan su consumo a través de una gama cada vez mayor de dispositivos inteligentes, organizan su propia selección de canales de video por internet (over-the-top u OTT) y, en general, incorporan más contenido mediático a sus vidas. Tales algunas de las conclusiones que surgen del estudio Global Entertainment & Media Outlook 2019-2023, realizado en forma global por PwC.
OTT es un concepto que surge como alternativa a la televisión por cable o satelital, buscando una nueva forma de entretener a la audiencia. Y se refiere a todo aquel contenido de video que pueda ser distribuido por internet sin la necesidad de un proveedor de servicios de TV.
Las plataformas de OTT han servido para que el televidente puede ver series, eventos y películas a la hora que tenga tiempo, en el lugar que desee y en el dispositivo que sea, lo que ha ocasionado la pérdida de lealtad por parte del usuario para con una sola televisora.
Claro que la OTT no hará desaparecer a la televisión tradicional, simplemente la creación de contenido es un reto cada vez mayor para los estudios, ya que deben crear contenido atractivo y de calidad para mantener a la audiencia conectada.
En definitiva, tenemos frente a nosotros un mundo crecientemente móvil que se ampliará con el despliegue de las redes 5G. A medida que se multiplican las conexiones personales, no es menor la preocupación de los usuarios por la seguridad y privacidad de sus datos. Con la confianza como un bien escaso, la presión se intensifica en este sentido sobre las empresas para que adopten nuevos regímenes de privacidad.
“La tecnología 5G impactará a toda la cadena de valor del sector de tecnología, medios y telecomunicaciones durante la próxima década. Su despliegue acelerará la tendencia actual a la personalización, haciendo más fácil, conveniente y menos costoso el acceso a medios en celulares y otros dispositivos móviles. Dentro de los impactos que resultarán de la tecnología 5G caben destacar la posibilidad de mayor streaming de video de alta calidad —incluyendo eventos en vivo, como deportes y música— y el mejor uso de la IA, junto con enormes oportunidades para los videojuegos y realidad virtual en términos de velocidad y calidad de imágenes”, señaló Ariel Vidán, socio de PwC Argentina y líder de la Industria de Medios y Entretenimientos.
Estos cambios profundos tienen lugar en un contexto de crecimiento global persistente de los ingresos del sector de entretenimiento y medios de comunicación (E&M). El informe de PwC -con datos sobre ingresos de 14 segmentos de la industria en 53 países- proyecta que el gasto global en E&M aumentará al 4,3 % anual durante los próximos cinco años. Así, los ingresos globales de la industria pasarían de US$2.100 millones en 2018 a US$ 2.600 millones en 2023.
Si miramos en detalle segmentos específicos de E&M, realidad virtual mantiene su liderazgo en términos de crecimiento, pero – luego de un año en que la demanda de los consumidores continuara rezagada con respecto a las expectativas – el segmento de video OTT ha reducido la brecha. Los esports (deportes virtuales) y podcasts (programas de audio alojados en la web), tienen previsiones de crecimiento de ingresos con tasas anuales de 28,5 % y 18,3 %, respectivamente.
CONOCER AL CLIENTE
“La ola de personalización —impulsada por el cambio en el comportamiento de los consumidores- se verá intensificada por los efectos de la tecnología, estrategia de inversión agresiva y competencia. Las implicancias para las organizaciones son profundas. A medida que se desdibujan los límites que dividían los medios en compartimentos estancos, las empresas deben tener criterios más amplios a la hora de considerar las áreas y segmentos en los que operan”, describió Vidán.
Por último, el socio de PwC Argentina precisó: “Todos los actores de E&M deben priorizar la necesidad de ‘conocer al cliente’, y los comercializadores necesitan destinar tiempo y atención a nuevos contenidos y plataformas: “influencers”, eventos en vivo, publicidad dentro de aplicaciones, etc. Las empresas deben focalizarse en sus capacidades clave y sus mercados geográficos, siempre prestando atención a nuevos desarrollos y normativas, y ser ágiles en su respuesta a los avances tecnológicos, como las redes 5G. Dicho en otras palabras: este es el momento para tener una relación personal con los consumidores, a riesgo de quedar al margen de la conversación”.
Innovación para crecer
Si bien el nuevo mundo de E&M se presenta más aislado y con una mayor cantidad de personas concentradas en la elección de sus contenidos, hay otra dimensión de la personalización que es inherentemente social. Esta se da a través de listas de reproducción compartidas en los servicios de streaming de música, recomendaciones de películas a los amigos en plataformas sociales o participación en videojuegos con múltiples usuarios.
Los avances en las ofertas de servicios y tecnología permiten pasar del consumo pasivo al activo, no sólo en cuanto a contenidos mediáticos específicos, sino de los medios en general. El informe pone en evidencia muchos indicadores de este cambio como ser la tendencia de los consumidores a rechazar los paquetes de canales que ofrecen los proveedores de televisión satelital o por cable, y, en su lugar, armar sus propios paquetes de servicios OTT. El ingreso mundial de los servicios OTT llegó a los US$ 38.200 millones en 2018, y se prevé que para 2023 prácticamente se duplicará. Asimismo, el uso incremental de tecnología en los hogares da evidencia de dicho cambio; la adquisición de dispositivos de voz se espera que aumente a una tasa anual de 38,1% hasta alcanzar 440 millones de dispositivos en todo el mundo en 2023.
Prioridades para la estrategia
A medida que las compañías de E&M redefinen sus estructuras y ofertas para un mundo cada vez más personalizado, surgen cuatro prioridades a tener en cuenta:
- No existe un “talle único”: cuando las empresas se acercan tanto a personas como a mercados geográficos específicos, encuentran que lo más razonable es presentar opciones diversas: ofertas con uso ilimitado en algunas áreas; bandas de precio para los diferentes servicios en mercados menos desarrollados. Al mismo tiempo el estudio identifica notables diferencias en términos de crecimiento por segmentos en todos los mercados —maduros y en desarrollo.
- Aumenta el número de puntos de contacto con el cliente: a medida que la interacción con los medios y el comercio electrónico se personalizan, la satisfacción de las necesidades de los consumidores se vuelve más inmediata e instantánea. En respuesta, los creadores y distribuidores de contenidos implementan nuevas tecnologías para acceder a los consumidores que permitan direccionarlos e incentivarlos hacia la compra. Como ejemplo se puede observar la abundancia de espacios pagos de publicidad online, que a menudo cuentan con la promoción de “influencers”. La voz también está resultando una forma clave de interacción tanto para búsquedas como para compras, respaldada por el auge de los altavoces inteligentes. Estos son los gadgets de más reciente incorporación, que sirven para escuchar música, pero también mediante IA dar respuesta a todo tipo de preguntas y tareas.
- La innovación tecnológica introduce una nueva era de computación personalizada: las empresas se apoyan en la capacidad de la IA para interpretar gustos y hábitos de consumo de manera tal de ofrecer contenidos que los consumidores encuentren atractivos. La combinación de IA con 5G será decisiva, ya que alimentará el rápido crecimiento de segmentos como videojuegos y realidad virtual. Las proyecciones muestran una combinación sumamente atractiva de crecimiento y escala para los videojuegos, mientras que el segmento de realidad virtual aparece como el de más rápido crecimiento en general.
- Confianza y normativa siguen siendo esenciales y el cuidado de los datos personales pasa a ser clave: con los consumidores ocupando el centro de su propio cosmos de experiencias mediáticas, su información personal —desde la música que escuchan en directo hasta los productos que compran, pasando por las noticias que leen— adquiere un papel preponderante. En este contexto, cuidar los datos personales es fundamental para la salud de todo el ecosistema de E&M en su conjunto. Para las empresas, esto significa mucho más que el cumplimiento regulatorio que marca sólo el punto de partida; se extiende a construir confianza mediante un comportamiento transparente y responsable con la información de los clientes, garantizar la veracidad de las noticias y ser sensible a las inquietudes con respecto a cuestiones tales como la adicción digital.
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