Find the Substance in the Hype
One of the most hyped moments of 2019 from a media, tech and consumer behavior standpoint has to be the launch of Disney+. Its launch ushered in “the streaming wars” as the incredibly rich Disney catalogue was made available to all. This would be Netflix’s true test. It became yet another symbol of the decline of TV, and if you were anything like me, it felt as if everyone in the world had just signed up.
As marketers, we’re obsessed with hype, and for good reason. We want to be in on the latest, the greatest and the most noteworthy opportunities in media and culture. Disney+ had the hype and in many ways it backed it up. A lot of people signed up for it at launch, but I was struck by some numbers from CivicScience that sought to separate substance from hype. They proved what intuitively we know to be true. Hype is not reality.
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