AT&T eyes spot in social content revolution

13 SEP 2018

LIVE FROM GSMA MOBILE WORLD CONGRESS AMERICAS 2018: Entertainment providers must deliver premium content that is as simple to share as user-generated alternatives and directly engages with the next generation of consumers, AT&T Mobility and Entertainment president David Christopher (pictured) argued.

“People say premium content is losing popularity. That’s just not true,” he remarked. “We all need to be embracing how consumers are engaging with content and there’s one thing that’s clear: the future of mobile is video and the future of video is mobile.”

“The bad news for us as an industry is, if we don’t engage these audiences now we’re going to miss out on an enormous opportunity. We run the risk of losing these customers to providers who are listening to them.”

Engagement
Speaking at this morning’s (13 Septemeber) keynote on connected content, Christopher said his company already introduced a number of consumer-friendly features following integration between AT&T’s wireless service and DirectTV pay-TV play, but added it had “just scratched the surface”.

Integration of Time Warner assets, he said, would enable the company to continue “testing, learning and iterating” a range of next generation broadcast services designed to boost engagement with younger consumers.

He noted millennials and younger users want to consume media which is “simple, social and real” rather than traditional forms of video.

In a bid to tap this market, the company started developing content with “social elements” built-in, such as being able to engage directly with the characters of the show online using social media accounts attributed to the stars of programmes.

“Our merger with Warner Media will allow us to lean into this space even more,” Christopher said.

He added other consumer pain points include issues sharing premium video with friends and a “tyranny of choice on what to watch”. To overcome these, he said, platform providers need to ensure customers don’t have to work to access videos they want to see.

Author

Chris Donkin

Chris joined the Mobile World Live team in November 2016 having previously worked at a number of UK media outlets including Trinity Mirror, The Press Association and UK telecoms publication Mobile News. After spending 10 years in journalism, he moved...

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