The government is considering an update to the definition of public service media, to ensure its provision across a converging, over-populated online media ecosystem.
This opens up difficult questions about how we should define and incentivise quality content, and content that serves the public good—as well as defining success in carrying out public service obligations.
These definitional challenges bleed into the practical challenge of designing a prominence system for online platforms. There must be realism about the commercial upside to such a system for PSBs, and any potential to disadvantage other types of content creators.
As the growth of streaming viewing slows, the narrative is being reshaped around the types of engagement these platforms can command.
With a common set of metrics across UK streaming platforms, we have categorised and quantified different types of engagement.
While focus inevitably is being directed to intensive, high-value engagement, this is the minority: most viewing is probably fungible, with a large proportion to older, non-exclusive content.
Video-sharing platforms give brands unprecedented freedom to commission and distribute entertainment, but building an audience is different from buying one.
The opportunity depends on brands turning fleeting attention into lasting affinity and, ultimately, commercial value.
As brands take greater control, money and responsibilities are shifting across the value chain, creating new opportunities and risks for broadcasters, producers and creators.