He focused in particular into the rise of unscripted content and the imperative to appeal to a wider, more generalist audience.
As the streaming market matures, it is incumbent upon platforms to diversify their offerings. The attraction of unscripted, as the session showed, is its measurable ability to hold a core audience over a prolonged period of time as compared to marquee scripted titles. Those prestige shows have huge viewerships in the first weeks but then their popularity wanes. Conversely, unscripted shows, though not as gargantuan at launch, exhibit significantly lower popularity decline over time.
Another striking observation by Bisson is the notion of streamers licensing original content, a practice that has begun to permeate industry conversations. Bisson pointed out, ”there’s been noises in the market from several [streamers] that they will at least look at licensing some original content that hitherto would not have been that, but no one’s done it as far as I’m aware yet.” It would be a marked departure from their erstwhile strategy of retaining exclusive rights.
On new trends, Ampere data suggests between 30% and 40% of U.S. households are engaging with an AVOD/FAST platform in any given month. This puts the maturity of the market in the US. .far ahead of any other territory. In terms of their content strategy, 60% of Pluto’s channels are based on a single title, for example “Star Trek,” “CSI,” and “Hell’s Kitchen.
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