The Long Tail: selling less of more
16/11/07 BY Jonathan Callcut
Most of the attention around the on-demand entertainment phenomenon seems to focus on the blockbusters.
But the money may well be in the Long Tail content gathering dust in a thousand different archives.
In the broadcast world, there was no place for minority interests & niche content. In on-demand land, shelf space is no longer a scarce resource. The shelf is infinite. All you need is a way to make it easy for users to search, browse & discover.
Our experience with on-demand services has shown us the importance of bundling, packaging, promoting and personalizing content. It’s about actively harnessing the power of the long tail instead of sitting back and waiting for people to find things.
The next blockbuster isn’t a Spiderman sequel, it’s a million little documentaries just waiting for their close-up.
