Online Audience Data is Future of Screen Media

Screen media producers need money to create their product. To get that money they need to show that they can deliver an audience. The more information they can provide about that audience, the easier their product is to sell and the easier it is to attract investment/advertising dollars. In fact, I recently was told, that it is this audience data that is the most valuable product. The actual content (the film, television show, web series, transmedia experience) is secondary and could even be viewed as simply a delivery mechanism for that data. That, my friends, is a mind-blowing and potentially extremely depressing idea. But, if the content no longer really matters, then this fact can be very liberating as well. If you can prove that you can and are delivering a clearly defined and loyal audience with certain viewing habits and purchase behaviours, then you can make whatever you want (as long as it keeps that audience with you). So, how do you provide that proof and gain that kind of creative freedom? This article makes the case that the online audience and its data is the key to the future of this industry.