Streaming content is the natural endpoint for entertainment content. The many conveniences that come from streaming outweigh the concerns about a lack of ‘ownership’ for the consumer of the media they consume, data throttling once net neutrality is a distant memory, and the quite justified concerns over subscription fatigue due to the sheer amount of streaming services on offer.
The reality is that ease of use trumps all of those, particularly for casual consumers, and as infrastructure and internet penetration improves further the proportion of people using streaming services will only grow. Last year Ofcom reported that nearly half of UK households now have access to at least one television streaming service, as the number subscribing to the most popular services “increased from 11.2m (39%) in 2018 to 13.3m (47%) in 2019”. That doesn’t take into account the number of households that also subscribe to a music streaming service like Spotify, either.
However, that isn’t to say that streaming is necessarily a good fit for every medium. It works well for low-data, passive mediums like audio and television. Even Netflix’s ambition Black Mirror special, Bandersnatch, which was effectively an experiment in interactive television content in the vein of an adventure game, was possible through Netflix’s infrastructure. But the reality is that the technology and infrastructure to stream many video games isn’t there yet – despite some serious investment from big players.
The most recent statistics from the Entertainment Retailer’s Association reveal that the UK video games industry outperforms the music and video industries by a significant margin. Combined physical and digital sales of games reached £3.86bn for the year, a significant improvement on last year, where physical and digital sales for music and video achieved £1.33bn and £2.34bn respectively. That effectively means that games are responsible for over half of all UK home entertainment sales for 2018, a testament to the increasing numbers of the public who have grown up with games as a medium.
Monetisation opportunities around games have similarly increased as technology has enabled more ways for consumers to support game developers and publishers. Where once one-off purchases were the only way to support a game, the rise of free-to-play (F2P) games and paid-for downloadable content (DLC) have paved the way for many other models. Despite publishers being ever-more hungry for sources of incidental revenue from their titles, one potential form of revenue – in-game advertising – has never really taken off in the West. But that could be about to change.
With PlayStation and Nintendo holding most of the cards when it comes to popular video game exclusives, people have not only been questioning the worth of owning an Xbox, but whether there was any point in Microsoft making another one. So, all eyes were on Microsoft’s E3 conference last night. Some considered it a do or die
We have long argued that the games industry should be treated as seriously as those other pillars of the entertainment business, film and music. Government seems to be getting the message, and – as we reported last month – the figures certainly stack up.
But perhaps the BBC is still struggling with the idea of games as a grown-up industry in its own right. When the industry does get coverage (on the Today show, for example), the presenters are typically as well informed as, say, a US senator facing a Facebook Chief Executive.
And then there was last week’s broadcast of the BAFTA Games Awards ceremony. If there is one thing