We remain about content creation and broadcasting, with a second in-depth look at the channels and emerging technological trends that will also influence the AV solutions market in the coming years.
Technological evolution is profoundly influencing the habits of Italian consumers, who are increasingly smart and connected. More so in the enjoyment of multimedia content, whether for work or leisure, mainly managed through smartphones. However, in 2023 smartwatches, smart speakers and smart TVs recorded good growth rates.
BVA Doxa data, presented in the Digital Content Observatory of the Politecnico di Milano, also say that around 80% of Italians are dedicated to information content, entertainment videos and music. Magazines, video games and podcasts, on the other hand, concern 1 out of 2 users. In particular, the percentage of those buying digital content is increasing: video on demand is central for about two thirds of respondents. Although the majority intend to keep their monthly budget constant, it is set to grow steadily.
Which technologies for digital content?
“Recent developments in the digital landscape, such as Web3, metaverse and automatic content generation, are redefining markets and consumption paradigms,” explains Samuele Fraternali, director of the Digital Content Observatory. “Between challenges and opportunities, several elements emerge to which companies must pay attention. First, understanding how to transform experimentations into structured production and distribution models. This is why it is necessary to understand the short and medium-term potential, for users and for the industry, by identifying precise investment guidelines”.
Let us therefore start with the concept of Web3, associated with the idea of decentralisation, modularity of applications, accessibility of services, and privacy. In general, the possibility for users to manage their online identity without intermediaries. Some concrete examples could be greater traceability and transparency in the supply chain, associated with the idea of fair compensation for the different actors, as well as the creation of secondary markets. The digital content industry is also questioning the scope of use of generative AI. On the one hand, efficiency in the editing of audio, textual and visual content emerges, on the other hand, strong criticism about ethical and copyright issues persists. As far as the metaverse is concerned, the ‘bubble’ is receding, also in the face of a shift of focus towards artificial intelligence. Companies are, however, figuring out how to exploit virtual worlds to increase user engagement, promote their brands or explore new modes of distribution.
