Autonomous and digital marketing

With the competition seen between Netflix, Disney, Amazon and the likes, it looks like consumers have far more content that they can chew. In the US, consumers already spend 50% of their digital time on mobile and 32% on desktop.

According to Hollywood Report, content spending between the top 6 media companies will spend the below in annual budget on content production.

• Disney: $24 billion

• NBCUniversal: $13 billion

• WarnerMedia: $11 billion

• Netflix: $10.5 billion

• Amazon: $8.6 billion

• Apple: $1 billion

There are signs that consumers are having platform fatigue, and the age of platform aggregator might be upon us. A good example of the change in business model can be found in Roku. Roku is a platform aggregator whereby consumers can be content specific versus platform specific. This allows consumers to curate their content preference without platform loyalty. Roku’s business model is ad driven and this is a great avenue for digital/video advertising.

Now imagine with the roll out of autonomous vehicles, what are drivers/passengers going to do with their free time? On average, Americans spend 17,600 mins driving a year. This translates to about 67 mins a day or about 15 billion additionally media consumption hours. This is previously untapped white space for content and future marketing opportunity. There could be new business models that content companies could market to drivers. Short form entertainment content, or, a programming segment where advertisers could bid for ad space by page rank based on customer’s preference.