With Disney+ and Apple TV Plus on the horizon, entertainment is edging closer to the impending doom that is a multitude of streaming services. Could this actually improve our viewing experience?
The way we consume television is moving in the same direction as websites, podcasts and other various forms of media. One giant platform ruling over audiences is no longer the standard. Everyone and their dogs are looking to set up a streaming service and watching your favorite television shows are about to get very expensive again. This exactly what we wanted to avoid when Netflix first came out, right?
Earmuffs, cord-cutters. The streaming world is changing. First, there’s more money in good television than there was, say, 10-15 years ago. Second, there are more people consuming it (and at a faster pace). The quality of television is at an all-time high and seasons that take two or three years to film are often being binge-watched in less than a week. We’re starving for new TV shows and having more out there isn’t necessarily going to come at the cost of the viewers.
With multiple platforms, providers have the opportunity to cater to their own, semi-specific audiences. Obviously, this doesn’t mean every single service has to be specific to a narrow audience, but it will help this whole “streaming expansion,” if you will, become successful for everyone involved if they do. Disney+ is going to be a great example of how that could work, given that a large amount of their content is going to be focused on Marvel superheroes, LucasFilm flicks and the cherished children’s shows and movies they built their empire on.
Again, in no way am I saying that each streaming service should cater to only one niche audience. That would be harmful to what they are trying to do by branching out in the first place. There has to be enough content for the masses if they want to be successful. That said, if the focus of the service is geared towards established fan bases, like Disney+ developing television shows around beloved Marvel Cinematic Universe supporting cast members, they’ll build a solid platform on which they can springboard off of with successive and/or completely new ideas.
The case for “somewhat-specific” services
Look at sports websites. Fifteen years ago, just about everything worth reading ran through ESPN. The once-massive sports entity is still successful, but other, more tailored sites have carved out their own places in the sports media world. Websites like FanSided, The Ringer, The Athletic, Bleacher Report, Barstool Sports and SB Nation can all produce individual growth without directly competing for viewership. Why? Because sports fans like living in a world where they have a choice. A lot of the same topics are covered, but they are covered in unique ways, catering to unique audiences. Why should television be any different?
The worry is that by splitting streaming services, we’ll have less access to all of the shows we like and/or will eventually have to pay a ton of money to a provider to package these services together – the exact thing we’re all trying to get away from by using them in the first place. That’s not exactly how this will go down. More services mean more of what you personally love to watch, as long as each service successfully carves out its niche. Sure, other avenues of media consumption like websites or podcasts are free, but chances are you’re already paying for one or more streaming services. Now, you’ll have more of a choice as to which ones suit you the best.
Netflix, Hulu, Amazon Prime, Disney+, Apple TV Plus, Crave TV (Canada), and every forthcoming network’s personal streaming service all have the chance to capitalize on their own sections of the television viewing market. All have an equal opportunity to be successful. Most importantly, if this is done right, casual viewers could end up having a more tailored television experience.
If you love Marvel movies, the Disney+ streaming service is developing a ton of new content with a handful of your favorite characters. Big Shonda Rhymes fan? She signed a $150 million exclusive deal with Netflix and has eight new shows in the works. If you like fantasy, Amazon Prime currently has American Gods, Carnival Row coming later this month, and their very exciting, very expensive Lord of the Rings show on the way.
There’s a new standard for television content. If it isn’t good, it isn’t going to last. There is so much time, money and effort going into new programming because, in our current world of instant gratification, we crave more content. You could argue that we need more streaming services just for this reason alone. In five years from now, any two (out of like, 15) services will have more than enough incredible content for you to choose from before thinking to yourself “Damn, when’s the last time I went outside?”
You won’t be able to watch everything, but that’s okay. Each service should provide more than enough to quench your television thirst.
Is less actually more?
Here’s the downside: Despite everything discussed in the previous section, there will be a slight drop-off in the overall quality of content on each platform. At least, there will be at first. Even if that ends up being the case, though, we’re in a potential “less-is-more” situation. Hear me out.
Expect each service to start top-heavy until they build a solid base of supporters. Not every streaming service will adhere to HBO-levels of standards for their television programming. Disney+ is trying to combat this right off the hop, dropping a full slate of Marvel, Pixar, Star Wars, National Geographic and Fox programming upon its release (every Simpsons season). As great as Netflix is, there’s been a bit of a lull in programming recently and it probably comes from supply not meeting the current demand. They are still producing as many great shows as they ever have, but the demand for new content has led to some, let’s go with “questionable,” additions.
This is where more streaming services really come into play. Amazon is a prime example of this (self high-five). They picked up the trash that Netflix threw out a few years back then hinged themselves on a few great new shows. Now, those Prime originals are growing in both size and quality. The Marvelous Mrs. Maisel, Jack Ryan, Fleabag, Catastrophe and (probably) a bunch more of their programming is now regularly being discussed around the water cooler and in awards circles. It took Amazon about six or seven years (and a few billion dollars) to etch themselves into a “big three” spot with Netflix and Hulu, but here they are.
A downside to Amazon’s fast growth in entertainment is that some of us may not have even heard about the shows listed above. This is the beginning of something that may end up being commonplace in the future of television. There’s going to be so much good content that even if it was all on the same platform, no one would have time to watch it all. Again, I’d like to argue that in the grand scheme, this is a good thing. Does anyone really need more than, say, 10 great television shows in their life? Go outside. Read a book. Get a puppy.
Choice is a good thing
Let’s use podcasts as another example. Have you ever tried to convince someone to listen to a podcast? Good luck, right? It’s damn near impossible to turn someone on to your personal favorite podcast if they already have a go-to pod of their own, regardless of how good the one you listen to is. The important part of what I’m saying here is now that almost everyone now has a go-to podcast, even the biggest pods can be a tough sell to someone new. Still, the industry is as rock solid and successful as it has ever been.
I’ve told every one of my close friends and family about On The Mark with Mark Carman and you know what? If it wasn’t for his self-sabotaging Twitter videos, they might have actually given him a chance. Kidding, but as good as OTM is, it’s still difficult to get committed podcast listeners to open their doors to a new show. That doesn’t mean On The Mark can’t grow.
The world needs choice. As much as Mark wants to rule the podcasting world with an iron fist, squashing every other podcast host below him, society doesn’t need one massive podcast that everyone listens to. We need a variety of content so that people have a choice in what they listen to every day. (Seriously, though, Mark and Ashley are doing big things and you should check them out).
Television is no different. It’s the same reason I no longer have to watch the same plot of The Walking Dead on repeat each season. There is so much great television available to everyone that we can each pick the ones we like best and drop the ones that are droning on like a lone walker lost in the streets of … whatever previously functioning civilization the Walking Dead gang has ruined this season. A boost in streaming services can offer the same kind of variety and choice as the rest of the entertainment world, and we should all be here for it.
Have you seen (insert great show name)?
Aside from shelling out a bit more money and a probable increase in piracy, one potential downside to the increase in services is going to be less discussion surrounding our favorite television shows. Or, at least, less variety within said discussion. If the majority of Disney+ users come from the same fandom, they might not be as critical of bad shows or movies within the service (not that there will be many). We saw about as big a range of reviews and ratings as humanly possible during the final season of Game of Thrones, which, in the long run, was actually a good thing, if for no other reason than sparking discussion among fans.
Game of Thrones’ final season was more of a cultural phenomenon than a season of television. With so many eyes watching, there was an endless list of reviews, takes, theories, studies and opinions on every episode. Fans were torn whether the final season was actually good and while everyone can agree that the final six episodes felt rushed, that also basically doubles as an admittance that we really just wanted more Thrones.
The world is still going to have television programs like Game of Thrones that everyone will tune in for, but they may not see the same numbers. Again, we’re looking at large-scale niche markets, if that makes any sense. The upcoming Lord of the Rings show on Amazon Prime could be as good as Thrones, but by the time it is released, there might be four or five more streaming services splitting its potential audience (HBO’s Blood Moon, Netflix’s The Witcher, etc). Every service is looking for its own big-money fantasy linchpin after the success of Thrones and chances are they are all going to be worth watching. People are not going to shell out $100 a month to see them all, though.
Once again, this is not necessarily a bad thing. If you are a die-hard fan and want to watch every show in a certain genre, most of these services will have one-month trials you can sign up for. Chances are you’ll get your fix on your service(s).
The biggest loser
You may have originally thought we, the common people, would be the biggest losers in an increase in streaming services. If you actually have the time to watch all of the content, then yeah, you’d be right – that would cost a fortune. Otherwise, the biggest losses here stand to come for Netflix.
Netflix is currently the world leader in subscribers, reaching about 150 million people worldwide (to Hulu’s ~30 million). They’ve built such a strong base in large part by their ability to land some of the biggest television shows and movies of the last 10 years. With Disney owning the rights to many of the children’s shows and Marvel content Netflix currently has, and Disney+ on the horizon, Netflix is set to take the biggest hit. They’ve planned on offsetting this by expanding into various new global markets, but chances are with their current pricing, your Netflix subscription is going to become a bit of a luxury (one that eventually may not be worthwhile).
Netflix’s current pricing ranges from $8.99 (basic) to $15.99 (premium) and they’re about to lose staples such as Friends, The Office, the Marvel Cinematic Universe and more. How they adapt to the saturation of streaming services moving forward will be an interesting thing to keep an eye on in the near future. They are still the Goliath in the streaming world, so hopefully, the loss of some of their best content leads to the promotion of equally exciting new originals.
In the end, more streaming services means more money being spent on more quality television. More of all that means more enjoyment for us. Don’t worry about paying for every subscription to every service, just pick the two you think you’ll like the best and let them work hard for your continued support.
We’re entering a second golden age of television and that should excite everyone.