The Evolution of Mobile Video Apps and the Decline of Newspapers: Understanding the Entertainment Value Curve

The Evolution of Mobile Video Apps and the Decline of Newspapers: Understanding the Entertainment Value Curve

Introduction:

In the ever-changing landscape of media and entertainment, mobile video apps have emerged as the dominant force, while newspapers have faced a decline. This article explores the concept of the Entertainment Value Curve, which determines the success of mobile video apps, and maps the stages of newspapers' decline against the evolution of communication on the internet. By understanding these trends, we can gain insights into what makes certain platforms thrive and others falter.

The Entertainment Value Curve:

Successful mobile video apps are not just about viewing experiences; they are social experiences. The Entertainment Value Curve, represented by the formula Entertainment Value = Production Value + Social Value, determines the level of personal connection viewers have with the content and the quality of the content relative to the highest quality in the genre.

Snapchat, Instagram, TikTok, YouTube, and Netflix:

Different mobile video apps occupy different points on the Entertainment Value Curve. Snapchat, with its low production value but high social value, allows anyone to create fun content. Instagram, through IG Stories and now Reels, lowered the production bar and increased entertainment value by making lower production value content readily accessible. TikTok, on the other hand, focuses on topical content first and socially connected content second. YouTube and Netflix represent the extremes, with YouTube offering a vast library of content from creators of varying production value, while Netflix maintains high production value with elite Hollywood content creators.

The Connection between Social Value and Production Value:

Social value is a function of the social connection between viewers and content creators. Platforms with a higher number of content creators have a higher likelihood of establishing a connection with viewers. This is measured through the creation participation rate, which indicates the percentage of users who create content. Instagram, in particular, has focused on increasing creation participation, leading to higher entertainment value.

The Rise of TikTok:

TikTok stands out in its ability to capture the attention of Gen Z. Its design revolves around snackable media, which is inherently social. The looping feature allows for easy sharing and creates a sense of thoughtfulness when sending a TikTok or a meme to friends. Additionally, TikTok's algorithm gives new creators a chance at virality, leveling the playing field and reducing the production gap.

The Decline of Newspapers:

Newspapers, once dominant in the media landscape, have faced significant challenges in the digital age. The control of distribution that was profitable offline shifted to companies like Google, Facebook, and Twitter. The stages of newspapers' decline can be mapped against the evolution of communication on the internet. Stage 1 involved moving offline content online, leading to the decline of local newspapers. Stage 2 brought user-generated and social content, increasing the range of available content. Stage 3, the mobile and contextual stage, emphasizes delivering personalized and contextually appropriate content.

Conclusion:

To succeed in the mobile video app industry, platforms must understand the Entertainment Value Curve and strike a balance between production value and social value. By enabling more content creators and encouraging social connections, platforms can increase entertainment value and engage users. Additionally, the decline of newspapers serves as a reminder of the importance of adapting to evolving communication trends and delivering personalized, contextually relevant content.

Actionable Advice:

1. Encourage user-generated content: Platforms should provide tools and features that allow users to create content easily, increasing the social value and engagement.
2. Embrace personalization and context: Delivering content that is personalized and contextually appropriate to users' specific situations enhances the entertainment value and keeps users engaged.
3. Level the playing field for new creators: By reducing the production gap and giving new creators a chance at virality, platforms can foster a diverse range of content and attract a wider audience.

In conclusion, the success of mobile video apps lies in their ability to provide a socially engaging viewing experience. Understanding the Entertainment Value Curve and adapting to changing communication trends are crucial for platforms to thrive in the digital age.