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It might sound drastic to us right now, but it won’t be long before scheduled TV is out of business. Gone are the days of ritual viewing habits, with the introduction of on demand and online streaming services audiences are now the ones to decide when and how to watch media. YouTube has been an incredible driving force for this type of new viewer; choosing exactly what they want to watch at a time that is convenient for them, they no longer spend their time catching odd ends and beginnings of programmes on scheduled television that they did not actively seek to view. Now many similar platforms have emerged, ones that are helping shape a more diverse and flexible media to audience relationship.
Netflix is one of the world’s most popular streaming services, with a global audience of around 65.6 million users each paying their monthly subscription. It allows an ad free viewing platform that can be used on both laptops and smart phones, with just an internet connection standing between the audience and their programme. Ecommerce giants Amazon have also realised the potential of streaming by introducing Amazon Prime, an elite collection of the hottest TV shows and films of the moment paired with next day delivery across an amazing range of their products. Seriously, who could resist?
Even YouTube, which is famous for its free video uploading and viewing platform has cashed-in on this craze. Launching on the 28th October with a monthly subscription you can enjoy YouTube Red allowing you to indulge in all the videos you could ever want, absolutely ad free. What’s more you can also enjoy Google Music as part of the package too. By collaborating with other platforms, companies can now offer a competitive package, with the industry fast realising how flexible and profitable the market is.
https://www.youtube.com/watch?v=YL9RetC0ook&feature=youtu.be
Yet unsurprisingly, the concept is not without its difficulties. The problem with streaming is illegal downloading and the potential for kids to get hold of material they would otherwise not have been exposed to. Anything online can be copied and audiences find it hard to think of these digital files as ‘real’, and so there are continuing blurred lines between what is actually stealing and what is harmlessly downloading. Another, more concerning issue is that of child protection; most online age verifications only require you to manually enter you date of birth. Any 11 year old can access an 18 certified TV show or film just by simply working out what year they would have had to be born in. And sometimes platforms won’t even ask for verification which is even more worrying!
However it’s safe to say that we’re witnessing greater advancement in our online world, and while we shouldn’t shy away from it we should keep in mind the real threats that it presents for future generations. What does the world look like without scheduled television? Do we lose a piece of our culture or are we enhancing it? Only time will tell.
