In recent discussions at the forefront of the television industry in Berlin, influential analyst Guy Bisson of Ampere Analysis presented a thought-provoking perspective on the state of television post-Peak TV. The concept of “Peak TV” refers to a period where the quantity and diversity of television programming reached unprecedented heights, but as the industry evolves, Bisson articulates a shift toward what he describes as “the open plain.” This metaphor, drawn from his recent presentation, suggests that the television landscape is now stabilizing after a period of explosive growth. It raises critical questions about the future of content creation, distribution, and the operational strategies of media companies.
Bisson asserts that following the apex of content production, the television industry is currently experiencing a plateau that has persisted since the conclusion of 2022. He emphasizes that this heralds a “new world order” where the industry’s operational dynamics are shifting from a mindset geared for maximum output to one that must adapt to a more sustainable consumption model. The saturation of the market calls for a re-evaluation of how companies interact with one another, highlighting a pivotal moment for industry stakeholders to rethink their strategies.
One of Bisson’s surprising observations is the trend towards “broadcastification” in streaming services. He indicates that as subscription growth wanes, streaming platforms are no longer solely focused on acquiring new subscribers; rather, they are evolving to adopt advertising-driven revenue models reminiscent of traditional broadcasters. This transformation is reshaping the kind of content being produced, leading to a notable increase in unscripted programming.
Bisson reports that the ratio of unscripted content in streaming services has escalated dramatically; where once unscripted shows constituted one in three series orders, that figure has now doubled to fifty percent. This shift indicates a desire not only to diversify content offerings but also to exploit the profitability of cheaper, easier-to-produce unscripted formats. The trend underscores how streaming platforms are increasingly mirroring the operational models of traditional television networks.
The Feedback Loop of Audience Engagement
The dialogue surrounding this shift was further developed by industry executives like Nicole Morganti, who oversees Originals for Amazon MGM Studios in Southern Europe. Morganti noted that Prime Video’s strategic pivot towards unscripted content is intentional, aimed primarily at capturing audiences of women and young adults. This shift also reflects a broader trend where many streaming platforms are tempted to follow suit, indicating a potential homogenization of content strategies across platforms.
However, this transformation does not exclusively impact streaming services; traditional broadcasters are also attempting to adapt by incorporating more streaming-centric shows. Hauke Bartel, EVP of Fiction at RTL Germany, pointed out that broadcasters are trying to innovate but warned that their attempts to replicate streaming successes may lead to alienating their established viewer bases. The pursuit of innovation must be balanced with the reality of maintaining audience loyalty.
As the lines between streaming services and traditional broadcasters continue to blur, cooperative ventures are becoming increasingly vital. José Pastor from RTVE has highlighted the importance of windowing strategies in forming successful partnerships between platforms. He argued that for broadcasters to effectively market their shows to streaming services, they should retain the first window of airing. Such a strategy not only maximizes viewer engagement but serves as an effective promotional campaign for subsequent availability on streaming platforms.
The evolving landscape of television reveals a complex tapestry where the traditional and digital realms intersect. The ‘open plain’ signifies that while the frenetic growth of the past may have stabilized, new challenges and opportunities arise. Whether through embracing the ‘broadcastification’ trend or finding innovative partnership approaches, industry players must navigate this landscape with foresight. The future of television may not aim for the peaks of quantity but instead focus on the richness of content and lasting engagement with audiences. As we embrace this new era, the key to success will undoubtedly lie in adaptability, collaboration, and a renewed understanding of audience needs and behaviors.