As 2011 comes to a close, it's time to look back and reflect on some of the major events, changes and trends across various industries. Social and digital media are having a profound impact on how media entertainment content is created, consumed and distributed.
Music, television, movies and casual games are expanding, contracting and evolving at a dizzying pace. Here are some of the highlights.
1. Social TV and the iPad Transform the Boob Tube
Like other parts of the entertainment industry, social and digital are changing the way television is made, watched and broadcast.
In 2011, social TV really started to come into its own. From the rise of entertainment checkin services like GetGlue and Miso, to integrated social and digital campaigns from networks and stars, social sites like Twitter and Facebook have become the real-time watercooler for discussing and disseminating content.
The result is that even though television ownership is on the decline, live television ratings are actually on the rise. It's becoming increasingly important for viewers to watch a program as it happens, in order to interact with each other in real-time.
The concept of social TV wouldn't work if the network and content creators weren't on board. One of the biggest surprises of 2011 has been the extent to which networks and studios have embraced social TV, particularly using second screen apps. We can thank the iPad for that. The iPad and its success proved to leery network executives that engaging with viewers on multiple platforms was a necessity.
Moving into 2012, social TV campaigns will evolve and become more mature. It's our hope that we can move to the next level, where social interaction becomes part of the show content itself.
2. Spotify and Subscription Streaming Disrupt Music Industry
Digital continues to transform the music industry.
Spotify, long the darling of the European music press, finally arrived in America to much fanfare. Competing against US-based rivals like Rdio, Rhapsody and MOG, Spotify has armed itself with a known brand name and strong Facebook integration.
This has re-opened the debate over whether music is owned or rented and how artists and labels are compensated for their works. It's a complex problem and one that wasn't decided in 2011 and likely won't be settled in 2012.
Artists continue to use social networks, including Facebook and YouTube, to promote their music and their albums. Meanwhile, we've seen the rise of music shared experiences services, like Turntable.fm.
Artists and end-users are also flocking to services like SoundCloud for storing, remixing and distributing all types of audio.
Moving into 2012, the battle in the music subscription space will continue, and we expect to see the market converge and contract. The real opportunity is with social and bringing back the experience of listening to a playlist or album with a group of friends.
3. Movie Marketing is Socialized
It's been a rough year at the box office, with receipts way down and few breakout hits. Marketing efforts are rapidly becoming social, as studios realize that reaching out to influencers online can yield a much bigger return on investment.
From blockbuster franchises like Harry Potter to lower-budget art films, social and digital are increasingly becoming tentpole parts of the promotional process. Directors, actors and producers are active on Twitter and Facebook. YouTube is increasingly used as a way to show previews and surprises.
The Muppets is one of the most socially savvy media campaigns we've ever seen, and the films success at the box office is a testament to this kind of marketing.
Meanwhile, startups like MoviePilot are dedicated to reaching the most avid and influential movie watchers, using Facebook and news content from around the web.
Moving into 2012, theater chains and studios are going to be using digital and social to lure audiences back into the theater — using 3D, motion capture and (we hope) quality storylines as a draw.
4. Casual Gaming Gets Serious
Although traditional console and PC gaming is still generating tons of revenue, there is a lot of momentum in the social and casual gaming space.
The continued success of Angry Birds, not just as a game but as a veritable franchise, proves that $50 million budgets and two and a half year production times are not required to create a gaming sensation.
Not even the PlayStation Network disaster could keep users from engaging in online play, whether it was through a PS3, Xbox 360, Wii or increasingly — an iPhone, iPad or Android device.
With Zynga's upcoming IPO and its multi-billion dollar valuation, casual gaming is no longer a joke. It's real and it's going to be part of the future.
To wit, big studios are acquiring or creating smaller units dedicated to building smaller, iterative titles that can be updated more regularly and have smaller budgets.
Meanwhile, the graphical capabilities of portable and mobile devices continues to improve. A game like Infinity Blade 2 shows that we're only scratching the surface and power of the handheld computers we carry with us 24 hours a day.
Moving into 2012, we expect that social and casual gaming will continue gain traction. As a public company, Zynga will need to prove itself. Is it the next EA or is it the next Acclaim.
5. Netflix Implodes: The Battle Over Content, Consumption and Ownership Continues
A central issue within the entertainment industry in 2011 was the battle over content ownership and distribution.
A year ago, it looked like Netflix would ultimately win the content wars, TV Everywhere was a pipe dream and that power would shift from the content owners to the distributors, like Netflix or Amazon.
A year later, the situation is utterly different. Rather than winning the content wars, Netflix faces increased competition from Hulu, Amazon and soon, YouTube.
Moreover, Netflix's public meltdown over the summer proved just how valuable licensing content for streaming over the Internet can be. Content owners and rights holders want their piece of the pie and want more to get content online.
This has given TV Everywhere a real chance to succeed. HBO Go, the tremendously successful HBO initiative at offering cable subscribers access to content online, on mobile devices and supported set-top boxes, has shown that customers are willing to go through the hassle of logging in with a cable company ID. With more than 5 million downloads and 98 million streams in just six months, it's the best case for TV Everywhere's potential yet.
As content owners weigh the pros and cons of what to license, when to license and who to license content to, customers are the ones stuck in the middle.
The fantasy of first-run content on Netflix is little more than a pipe dream (Arrested Development not withstanding), but content is coming online, even if pure over-the-top plays are still financially unrealistic.
Battle over content and who gets it — in music, film and television will continue to be a big trend in 2012. Even on the casual gaming side, what platforms or networks support a property will continue to be an issue that game makers and game players face.
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