ustwo Predicts Trends Ahead of SXSW

Today marks the start of this year's SXSW festival - which launches in Texas to celebrate the intersection between interactive, film and music industries. shots caught up with entertainment initiative lead & designer, Lee Simpson from digital agency ustwo to find what to expect at the 2017 event.

Compared to the last two or three years, there are fewer panels and talks on the topic of TV, media and entertainment at this year’s SXSW, however it’s clear that there are some stand out themes at the 2017 conference.

Machine Learning and Artificial Intelligence

Increasingly media organizations are going to look to machine learning and artificial intelligence to make smarter more robust content recommendations to consumers. Use of this technology is already a mainstay of products such as Netflix and Hulu, but as AML and AI technology mature, we’ll see an increase in producers leaning on data for content creation; using insights to specifically target select audience groups.

This also has huge implications for ad-buying especially in the space of programmatic media, as it gives marketers more flexibility to optimize their digital marketing campaigns pre-bid and lean into more detailed data on audiences.

Cord Cutting, Continued

The phrase ‘cord-cutter’ is seven years old this year but the conversation about the decline in cable subscriptions continues as traditional media organizations work to tackle the increasing number of ‘cord-nevers’. Between streaming TV services, VoD, skinny bundles and social video, audiences have more choice than ever when it comes to where and when they want to consume their content.

These behaviors are also being spurred on by telecoms companies like Verizon and AT&T, which are moving into the entertainment business by merging with broadcasters and content houses — offering zero rating deals on data to deliver content to young customers.

Live Video, Streaming and Social Video

Facebook, Snapchat, Instagram, Twitter, Amazon (Twitch) and YouTube have all firmly put a stake in the ground in regards to live video and streaming and they're now looking at ways to increase users and take the medium to the next level. Big questions remain about how live will move from niche content (i.e. gaming) and social, to become more mainstream as well as how platforms will offer long term value for consumers and creators.

There is also speculation that social could impact behavior around more traditional live events such as sport, and considerations as to what part platforms like Twitter play.

It seems all will be revealed at the festival!