October 5, 2016:What’s up, doc? Music marketing gets the documentary treatment

With Tidal and Apple Music trying to lock down albums on exclusive, what’s the best way for rivals to stand out and offer their users something unique?

Beyond playlisting and discovery tools, bespoke documentaries are both a way to stand out and also a means to increase user dwell time. Video in general is seen as “the second act” for streaming and original documentaries are going to be a significant part of that.

Rather than make 90-minute ponderous documentaries, they have been recalibrated for the digital age and broken up into short-form chunks. We look at how this is changing how streaming services position themselves and what this new wave of original video programming will mean.

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Ben Cardew
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