Netflix, Where’s Your Audio Strategy?

Weamp8217ve all watched as the world of podcasting explodes but have the big media brands yet awakened to its poweramp160 According to recent benchmark stats from Edison Media 44 of Americans 12plus have listened to a podcast at least once and 17 have listened to at least one in the past week amp160Listening is booming because of the ubiquity of mobile devices and consumersamp8217 desire to listen to something they choose wherever they go and whenever they wantIndeed the same trends driving the new golden age of TV are driving a new golden age of audio with more talent more choice more great shows and more listener satisfaction than ever beforeFrom my perspective as a company working with media brands to create content Iamp8217m seeing more and more interest in the audio space from these brands yet most have a long way to goTo date there have been a number of big media brand experiments amp160Besides audio versions of traditional overtheair programs such as the broad and primarily repurposed menu of offerings from the news channels and a plethora of fancreated shows where the latest episodes of their TV favorites are discussed and dissected weamp8217re now seeing original audio programs built to complement existing big media brand assetsPerhaps the most notable example of this is a limited series called Wolverine The Long Night produced in association with Marvel amp160One could easily imagine a universe of audio content that complements the burgeoning Marvel universe amp160One could likewise imagine such a universe complementing the valuable TV or film brands of any big media company Star Wars amp160The Walking Dead amp160The Conjuring amp160Itamp8217s all coming amp160All that and much moreThese amp8220universe extensionsamp8221 make great senseThey create new IP that leverages existing IPThey satisfy the insatiable appetite for content from audiences that have to wait between TV seasons and cinematic tentpolesTheyamp8217re relatively inexpensive compared to the enormous cost of advertisingThey are the amp8220contentamp8221 in amp8220content marketingamp8221Perhaps best of all from the brandamp8217s perspective they open up new revenue opportunities for existing brand assetsIn our conversations with these big media brands weamp8217re finding a few things in common These brandsAre allin on digital and video but generally lack an audio strategyDonamp8217t know how to create effective podcasts monetize them or popularize themDonamp8217t appreciate the wide variety of forms podcasts can take similar to the variety of forms in videoDonamp8217t know what makes a podcast good or what constitutes a successful podcastSmell opportunity but require a path to successIn the very near future the universe surrounding valuable big media IP will include not only video and digital and graphic novels and merchandise and events and theme parks and music and games etc amp160It will also include audioAnd now is the time to develop that strategy and set it in motionClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160amp160

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Netflix, Where’s Your Audio Strategy?

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Mark Ramsey

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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Netflix, Where’s Your Audio Strategy?

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Mark Ramsey

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