Media personalisation is about me
Consumers want media experiences that are more personal than ever before. Advances in technology and service offerings are enabling people to move from passive to active consumption – such as the trend for consumers to reject TV channel packages and instead to construct their own ad hoc bundles, says PwC in its Global Entertainment & Media Outlook 2019–2023.
The consultancy points to artificial intelligence’s ability to understand people’s individual tastes and consumption habits to offer up the content individual users find most compelling. And it believes the combination of AI with 5G will be especially powerful, as it will fuel the rapid growth of segments such as video games and VR.
And though me media sees people engrossed in their own choice of content, “there’s also a dimension of personalisation that’s inherently social, as people share playlists on music-streaming services, recommend movies to friends on social platforms or engage in multi-user video game battle royales.”