An average consumer today has access to over 2.7 million titles across streaming, broadcast, and pay TV — and that’s not even counting FAST channels. Improving the pairing between storytelling and data has become key to standing out.

Even without factoring in the 6 billion minutes consumed daily on social media, the mismatch between the number of consumers, the time they have available, and the overwhelming volume of content on offer is one of the most pressing challenges our industry faces.

In fact, in the U.S. alone, an average consumer can access more than 2.7 million titles across streaming, broadcast, and pay TV.

To this almost infinite offering, we must add the boom of FAST channels, which have surged globally to over 1,500 (more than 1,000 of those in the U.S. alone) in a relatively short span of time.

The challenge is clear — and it affects both sides of the screen.

This deep imbalance — between a finite audience with finite time and finite resources, and an infinite, relentless supply of content — raises countless questions and presents major hurdles for the industry.

And whenever we talk about the masses, audiences oscillate between consuming what they already know and love, and craving something new and surprising.

A recent Gracenote study illustrated this tension well: among the top 25 most streamed shows in 2023, 60% were library titles like Suits, Gilmore Girls, or Grey’s Anatomy.

That’s why it’s no surprise we’ve seen the major players pivoting their distribution strategies, breaking with the old paradigm of exclusivity to generate new revenue streams and revive classic hits.

But what does this mean for new content?
How can we get it onto platforms and into homes during a time of tightened spending?

At Great Good Media, we always say the first step is ensuring that every project starts with a great story to tell — whether it’s completely new or a fresh take or twist on a proven IP. And of course, memorable characters that allow the audience to connect emotionally.

But just as you can’t neglect the creative side, you also can’t ignore research, data, and the know-how to process and interpret it — and turn it into a smart marketing strategy that reaches the right consumer.

The truth is, the industry can have the best content, the best IPs, the best brands — but if the audience that’s actively seeking exactly what you have to offer doesn’t know it exists, then for all practical purposes, you don’t exist.

The reverse is also true: you can have the most organized, powerful marketing machine — but without compelling content, you won’t attract users.

That’s why metadata, increasingly richer and more specialized, has become a craft — complex, exciting, and essential. It helps consumers find what they truly want — and helps us find them.

As an industry, I believe we’re all taking notes on this titanic challenge — both when choosing what content to produce and in crafting intelligent, precise, and creative marketing, with narratives that truly resonate with the intended audience.

In the end, it’s nothing new — and yet, it’s all new.
Right?