The LA Media Research Council held an event on July 22 to learn about new research on how viewers today discover video content and make viewing decisions. The research, conducted specifically for this event, covered diverse content and information sources, with particular focus on streaming and the role of social media.
While content discovery issues have always been important to content providers, they are more urgent today: Viewers have more choices, they have a wider variety of information sources that can impact those choices, and, as more streaming services emerge, content discovery is becoming even more complex.
This event provided fresh insights on the role of social media in content discovery. It helped content providers update and fine-tune their promotion strategies, especially with regard to the role of social media, both paid advertising on social media platforms and also “organic” content generated by fans and influencers.