As a professional who has lived closely the evolution of digital entertainment in AWG, I have witnessed how Internet, driven by the constant development of devices, not only changed the rules of the game, but created a new paradigm. We celebrate this May 17 aware of how the network permeates every aspect of our lives, from information and commerce to education, expression, work, connection and, fundamentally, entertainment.
The jump of traditional media to the digital environment was a transformative process. The genesis of the Internet, from the harpnet of the 70s to the explosion of the World Wide Web in the ’90sHe laid the foundations for global access to information and entertainment. This opening led, in the early 2000s, the revolution of the P2P and massive piracy, a phenomenon that, although disruptive, forced the gaming, record and cinematographic industries to rethink their business models before the new way of consuming content.
The answer to this crisis came from the hand of innovation in the network itself. Technological pioneers such as Spotify, Steam and Netflix knew how to capitalize on the opportunity to facilitate the user’s experience, climb the distribution and establish effective monetization models. These platforms not only revitalized Industries in Declive, but demonstrated the power to adapt the offer to the new digital demands. This change marked the beginning of a new era in entertainment business models.
This transformation also radically altered the role of audiences. Of passive receptors of the contents offered by newspapers, radios, cinemas and televisions, users became the engine of the digital industry. Platforms such as Instagram, Facebook, YouTube, Tiktok and Twitch facilitated bidirectional communication, where users are creators, opinion trainers and Influencersattracting the attention of brands and advertisers. Thus the economy of care emerged, where the time and data of the users are erected as crucial economic assets.
The appearance of Influencers, Streamers and content creators consolidated new forms of entertainment and new actors in the value chain. These individuals generate mass communities and redefine marketing and advertising strategies. At the same time, the fragmentation of audiovisual consumption continues with the rise of Smart TVS and Fast channels, challenging the traditional models of linear television. Today, the dislocation of the cable television industry is evident, driven by the massive volume of content OTTthe evolution of the devices and the proliferation of applications with live channel guides globally.
However, this digital universe has significant challenges. Content saturation requires a constant battle for user attention. From my perspective in AD tech in AWGWe work on the creation of authentic and measurable experiences, connecting relevant content with precise audiences at the right time, through models that balance profitability with a positive user experience.
Within the framework of World Internet Day, the invitation to reflect on the desired evolution of digital entertainment and user experience is fundamental. Technology is the basis, but true magic lies in the human connection and interaction that it encourages.
*Ignacio Ranche is ad tech AWG director
By Ignacio Ranchese
