Why prominence is key to winning viewer attention
Why prominence is key to winning viewer attention
Once habits form, they're hard to shift – especially when it comes to streaming. Around 65 to 75% of all streaming sessions are planned, and viewers already know what they want to watch before they sit down, with over 70% looking for it in the same places every time.
In an increasingly crowded streaming market, great content alone isn’t enough, says MTM’s head of UX research Michael Thompson. Services also need to make sure audiences think of them at the moment of choice, and can find what they want without friction.
Writing for C21Media, Michael explores the growing importance of prominence across both brand and user experience. As Michael summarises: “Prominence isn't about being the biggest. It's about being the most memorable and the easiest to find.”
“Marketing, social media and word of mouth all play a critical role in shaping what viewers plan to watch next. Streamers that show up consistently in those spaces, with clear and focused messaging built around their best content rather than their entire catalogue, will be far better placed to win those planned moments,” Michael continues.
Drawing on MTM research into viewer behaviour, Michael looks at how streamers can strengthen mental availability, secure greater visibility across platform interfaces and optimise their own user experience. The goal is simple: make your service both easy to choose and easy to use.
Read the full article on C21Media: What to watch: the key role of prominence in viewer choices
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