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BizReport : Blogs & Content archives : December 01, 2011

More content being consumed on all screens

When it comes to video or written content an increasing amount of content is being consumed not through television or magazines/newspapers but online. Through branded and publisher apps as well as through mobile and Internet browsers, more people are reading and watching on alternate screens than ever before.

by Kristina Knight

According to NPD In-Stat revenue from multi-screen content platforms should push $21 billion by 2015; much of that increase will be thanks to Asia-Pacific households. According to the forecast more than 270 million households will be using some multi-screen services by 2015.

"Consumers now expect to have professional video available on an ever-expanding number of devices, and they want their 'user experience' to be under their control," said Gerry Kaufhold, Research Director, NPD In-Stat. "It's no longer simply a matter of delivering 1080p 3D video to their device, they want to share what they are viewing with their connected community, they want to upload their own additions to the content, and they want to be able to engage with their content on whatever device provides the best experience at any particular time."

This increase in screen time and interest in content is good for brands, many of whom are creating custom, branded content to serve online. The Custom Content Council reports brands have spent more than $300,000 on branded content creation. In fact, branded content creations accounted for over one-quarter of the marketing spend for 2011.

For those who don't have the resources to create branded content, the next best option is to work with a platform which connects their brand with relevant, professional content and then serves that content up to consumers. Platforms like Federated Media's DailyBuzz sites are one example of content aggregators. As for the type of screens people are reading or watching content on, Federated's experts predict both Apple's iPad and Amazon's Kindle products will have banner years in 2011.

Tags: branded content, content creation, Custom Content Council, Federated Media, mobile content, NPD In-Stat, online content

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