One positive development in what was generally a challenging year for the global entertainment and media sector was the rise in popularity of movie and television material streamed over the internet (also known as "over-the-top," or OTT). According to a recent analysis from the global consulting firm PwC, the sector, which saw a decline in revenue due to the pandemic, is predicted to return quickly and rise by more than a quarter by 2025. https://us.sganalytics.com/blog/data-analytics-in-media

1. M&E Industry to Reach
US$2.6 Trillion by 2025-
Use Cases of Data
Analytics in Media &
Entertainment Post
Covid-19
How frequently did you hear the comment "I guess I have seen
everything on Netflix" during the harshest COVID-19-induced
lockdowns?
One positive development in what was generally a challenging
year for the global entertainment and media sector was the rise in
popularity of movie and television material streamed over the
internet (also known as "over-the-top," or OTT).
According to a recent analysis from the global consulting firm
PwC, the sector, which saw a decline in revenue due to the
pandemic, is predicted to return quickly and rise by more than a
quarter by 2025.

2. Impact of Covid-19 on the Media and
Entertainment Industry
Since people were primarily confined to their houses and their TV
sets (or mobile phone screens) were their only link to the world
and the only source of news and entertainment, television
channels had to continue operating as a utility service, and their
viewership increased.
As a result, content consumption significantly rose. Sadly, this did
not lead to a comparable rise in revenue. It is ironic. Consumers'
total buying power was decreased due to salary cutbacks and job
losses caused by the weakening of the economy.

3. As a result, their expenditure was limited to the absolute
necessities, which meant that marketing efforts, including
advertising, were useless—at least during the prolonged lockdown,
which lasted from early April until late June. Thus, even if the
number of viewers and the amount of information consumed rose,
the entertainment and media industry's profits reached an all-
time low.
In July, when the lockdown was progressively lifted, limitations
were relaxed, and life started to stutter back toward routine, the
revenue streams began to pick up once more—albeit very slowly.
Additionally, with the start of the holiday season, general
entertainment channels' income levels surpassed pre-COVID,
although most specialty channels have not yet accomplished the
same feat.
The news section, however, has been a notable exception. For
obvious reasons, news stations benefited from the shutdown as
more and more people flocked to them for information on the
coronavirus and lockdown measures.
Read more: From Abundance to Targeting – Data Analytics in
Media and Entertainment

4. Media and Entertainment Industry Post-
COVID-19
Consumer behavior quickly changes as the globe gets used to a
new normal. At-home digital media like OTT platforms, which are
now reaching new demographics and places, are in high demand.
Following COVID, this will only become worse. Furthermore, even
once the crisis passes, it will take some time for consumers to
resume using models of external consumption.
Because of this, technological development would be essential in
bringing outside entertainment to consumers' homes.
The future is digital. There will be an increase in new users and the
retention rate of current digital customers. As technology improves
significantly assists them, demand for OTT originals and online
games will only rise.
The best thing is that they do not rely on advertisements because
their business strategy is subscription-driven. Even if television is
undoubtedly here to stay, OTT will see significant growth in the
meantime.

5. Additionally, M&E businesses will probably rely more on technology
to maximize cost efficiency and increase revenue growth. Profit
protection and cash management will become more strategically
crucial for M&E organizations as monetization and revenue in
terms of ad-spend continue to struggle.
However, that was not the case for Netflix. Netflix's member base
increased to 222 million last year, but the streaming service faces
challenges going forward as the pandemic-related demand spike
wanes. Investors had hoped for a resumption of such a pace.
However, the company's 2022 outlook revealed negative news,
which caused shares to drop roughly 20% in after-hours trading.
Compared to analysts' expectations, the company only
anticipated adding 2.5 million members in the three months
leading up to March. According to Netflix, there is still an
opportunity for expansion as more and more individuals eschew
traditional television.
Let us look at the use cases of data analytics in media and
entertainment industry trends that we will see in the upcoming few
years-

6. Use Cases of Data Analytics in the
Media and Entertainment Industry
Predicting the Interest of the Audience
Media outlets and entertainment channels can benefit from big
data analysis, particularly those that rely on internet streaming.
Since pleasing their customers' opinions is their top priority, these
channels strive to have the categories and material necessary to
accommodate virtually all types of viewers while also focusing on
the dominance of content diversity.
Big Data offers these powerhouses in media and entertainment a
ton of classified data. The critical elements of this type of data that
can assist companies in predicting a specific viewer's interest
include search history, ratings for each genre, social media trends
followed, age, language, etc. Based on this, they can not only

7. customize the viewer experience but also produce realistic and
most-wanted program ideas.
Read more: Top Media & Entertainment Trends to Watch Out for
in 2022
Optimization and Monetization
Companies can decide to include a specific movie, for instance, in
their content list just because it is hot and consumers would like to
watch it, based on current trends and market releases.
This might bring in more money for the businesses than usual
because they usually monetize such unconventional material to
keep viewers interested and draw in new users looking for the
same stuff. They are more prone to use such message boards for
fun.
As a result of how viewers responded to the show's or movie's
trailers, there is also material where the firms decide to reserve a
certain film or television program for a membership-only

8. audience, which is often a paid subscription—requiring viewers to
purchase a subscription to access these.
These businesses further attempt to attract users by making a
certain episode or movie available for free before exclusive
streaming to subscribers. Many entertainment companies, like
Netflix, Hotstar, and Amazon Prime, achieve this by offering
different materials to members and non-members.
Recognition of Audience Disengagement
Whatever business continues to find it challenging to deal with a
customer's departure in any industry, the same is true of these
media and entertainment businesses; they provide membership
for access to certain material essential to converting customers.
The price and term of membership are undoubtedly subjective
decisions made by each organization, and they are frequently
updated and amended. Big data also sheds light on recurring
clients and devoted fan communities. In some instances, after
receiving several push alerts and requests for action, members
decide to opt-out of the membership program rather than renew
their subscriptions.
The media and entertainment companies need to pay attention to
it to check for mistakes and out-of-date uninteresting information.
Big data assists in obtaining the most current understanding of
client behavior and enables businesses to change their content in
response to platform demand.
Read more: Curation ,Consolidation, and More Creation: Digital
Media and Entertainment Trends for 2022

9. Recognizing the Role of Advertising
The primary factor determining a company's market worth and
profitability is still advertising. Demands from advertisers for
company analyses of their audience behavior are quite important.
This can support relevant and individualized advertising at the
appropriate time and location. Big data applications also assist in
analyzing user behavior and what they are likely to buy through
targeted advertisements.
Advertisements are typical and seem to be a natural component
of any entertainment industry. This assists the businesses in acting
as retargeting agents so that advertising will appear if people are
watching a show or a movie with a connection to the items.
The spectator is more inclined to buy 3D glasses if they are
marketed in the middle of a science fiction or technological film.
The same may be observed in a fashion movie, which will imitate
websites and direct viewers into purchasing goods like garments
for the latest trends.
Big data not only helps customers and businesses to create
content-related advertisements, but it also enables businesses to
develop effective advertising strategies based on factors such as

10. weather, timing, second-screen usage, etc. (as the online
streaming platforms are multiple devices friendly)
Enhancing Media Stream Scheduling
2.62 billion individuals have social media accounts, according to
Statista. The barrier that once stood between distributors and end
consumers has been lowered by the exponential rise of digital
media distribution platforms. Big data in M&E has made it possible
to communicate directly with end consumers without the
necessity of a middleman.
Big data analytics has also helped media companies interact
directly with their audience through pre-scheduled video
streaming and increased revenue. Big data has also assisted the
M&E sector in pinpointing the precise content that customers
would like to connect with regularly.
Increasingly Niche OTT Options
Through carefully selecting titles that are exclusively relevant to a
certain interest or genre, niche OTT services appeal to a
specialized clientele. To deliver top-notch, hand-picked content,
they rely on a solid grasp of their target consumers and employ
expertise rather than algorithms.
One of the most well-known specialized services is Crunchyroll, an
East Asian anime provider with more than one million paying

11. users. Another is Passionflix, which offers a variety of classic,
romance-themed films and includes a grading system to gauge
each movie's "love" quotient.
Read more: OTT Subscribers Complete 98% Of All Video Ads –
Media & Entertainment Trends 2022

12. Specialist services will be more competitive if they have flexible
and reasonable pricing structures. One of the most eagerly
awaited OTT platforms, DC Universe, also revealed further
information before its Autumn debut. An option to pre-order a
yearly subscription ($74.99) for an additional three months at no
extra cost is shown in the price plans.
The Hindi production business Eros, for example, currently provides
over 11,000 film titles and hosts more local material than Netflix and
Amazon put together. In some cases, niche players create online
communities by personalizing their content to certain groups.
While Netflix and other mass-market OTT services will continue to
dominate the industry in subscriber numbers, specialized services
will appear to have a place in the market. Mainly if they can
"provide everything for someone, rather than something for
everyone," as Crunchyroll's CEO phrased it.
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