The CEO of Blue Ant Media spoke to ttvnews at Natpe Global about how the company’s niche content is an asset when it comes to engaging a passionate audience and how they’ve been able to adapt to the changes in the industry.
*By Luis Cabrera, from Miami
Creators of award-winning lifestyle series, animation, documentaries and the largest 4K natural history offering on the market, Blue Ant Media is an expert in the field of factual programming, one that it believes can garner a devoted audience of engaged viewers.
“We have a product at Blue Ant called Love Nature, and it’s about wildlife and natural history. It’s 100% original, 4K wildlife and natural history. It’s a pretty niche content”, Michael MacMillan, CEO of Blue Ant Media, said to ttvnews at Natpe Global in Miami.
“The more focused and the more serving a passionate audience the content is, the more likely someone is to pay a subscription fee and not cancel it. It stand to reason that if it’s focused you can trigger these passions”, he explained. “A wider store like Netflix and Amazon, where you have a bit of everything, is wonderful. But subscribers aren’t as dedicated and may cancel or switch between them. If you’re a true fan of a topic, you’ll probably keep that subscription.”
Years of experience in the market have also taught the CEO a thing or two about adapting to new trends, something that’s also mandatory for staying afloat in troubled waters.
“I’ve been around for a while and I’ve seen technology change”, he said. “It’s only those players who are remarkably flexible who can survive. Those that can adapt, change and morph their business model. I’m assuming change will continue, it will be scary and frustrating, but the only thing you can plan for is to try not to have all your eggs in one basket”.
“Fifteen years ago we never thought YouTube or TikTok would have the amount of views and ad dollars that they have, but that came from the power of having a computer in your hand. The structural impact is huge. I don’t know what will happen with AI and the new generation of creators, but whatever the future will be like, it will have a huge impact on the content industry”, he concluded.
