1、Copyright 2024 The Nielsen Company(US),LLC.All Rights Reserved.Metadata matters:Powering future FAST channel successCopyright 2024 The Nielsen Company(US),LLC.All Rights Reserved.Copyright 2024 The Nielsen Company(US),LLC.All Rights Reserved.WelcomeIn less than 20 years,the streaming industry has co

2、me full circle.Traditional VOD services have embraced advertising,and linear-style,free ad-supported television(FAST)represents the streaming industrys biggest growth area.In addition to providing a familiar experience to viewers,FAST channels have gained prominence as a meaningful way to monetize c

3、ontent.Despite the rapid rise of FAST,however,with revenue in the U.S.projected to hit$17 billionby 2029,new entrants often overlook a key driver of audience engagement with scheduled programming:metadata.When metadata isnt foundational in content distribution and discoverability strategies,creators

4、 and publishers exclude a crucial ingredient that helps audiences find content theyll love,which directly hinders monetization opportunities.As the leading provider of entertainment metadata solutions,Gracenote has extensive experience helping the global media industry attract and retain audiences,d

5、rive unique content search and discovery experiences and monetize programming.FAST represents the next chapter of the streaming industrys evolution,and this guide will help new entrants understand the importance of metadata,especially as competition increases and the need to engage and maintain view

6、ers intensifies.This guide will also help FAST channels succeed in the future,when search and discovery features within individual services mature.Metadata is critical for search,discovery and monetizationCopyright 2024 The Nielsen Company(US),LLC.All Rights Reserved.Copyright 2024 The Nielsen Compa

7、ny(US),LLC.All Rights Reserved.Why metadata mattersTo understand the importance of metadata is to understand the state of the streaming industry.Cord-cutting continues to accelerate,and audiences have more choice than they know what to do with.The abundance of content,however,doesnt translate to inc

8、reased time with programming,and most viewers are experiencing subscription overload.Amid the dispersal of viewership,platforms like Pluto TV,Amazons Freevee and Tubi have put FAST on the map,and they continue to account for a growing slice of total TV usage.Major electronics manufacturers are engag

9、ed as well,as brands like LG and Samsung have their own FAST line-ups,which come pre-loaded and ready to watch.Individual channels,however,are in direct competition with every other option available,and many lack the necessary components they need to capture eyeballs and keep audiences tuned in.As a

10、 result,they risk the ability to engage audiences today,and they wont have a solid foundation in place for search,discovery and recommendation experiences in next-generation user experiences,nor will they be able to capitalize on contextual use cases that help advertisers run ads within relevant pro

11、gramming.Its a very crowded landscape,and content isnt born with an innate ability to deliver or merchandise itself to audiences.Thats where metadata comes in,and its importance has never been greater.Many FAST services include as many as 500-800 individual channelsCopyright 2024 The Nielsen Company

12、(US),LLC.All Rights Reserved.At its onset,FAST was the great content equalizer.Thats because anyone with a library of content and a technology partner could develop and distribute a channel.This is still the case,but market dynamics and congestion have amplified the importance of well-developed cont

13、ent and distribution strategies.The open nature of the FAST ecosystem means there is little standardization.Content and channels come from a mix of independent creators,large studios,TV networks,streaming providers and more.Additionally,the growth of channels with branding from prominent media compa

14、nies presents a level of competition for independents that wasnt there a few years ago.Succeeding in the FAST ecosystemAt its core,the FAST ecosystem involves:Channel owners/publishersInfrastructure and dataPlatformsMonetizationThe FAST ecosystem is playing catch up with respect to metadata.Metadata

15、,however,will be critical in next-gen viewing experiences.Gracenote IDs,imagery and metadata,along with downstream distribution partnerships,are the core of the FAST ecosystem*.*The logos shown here are used for illustrative purposes only and do not imply endorsement or affiliation with Gracenote pr

16、oducts/services.FAST EcosystemGracenote aligns with all providers across the industryGracenote data and IDs help platforms organize content and power guide and discoveryGracenote metadata and imagery helps engage audiences with contentGracenote enhances contextual ad packaging,targeting and personal

17、izationGracenotes distribution network and program enrichment speeds FAST channel time to market and discoverabilityChannel Owners/PublishersInfrastructure&DataMonetizationPlatformsViewersCopyright 2024 The Nielsen Company(US),LLC.All Rights Reserved.Today,and for the future,metadata needs to be at

18、the front of any FAST initiative.And despite the in-depth,detailed intricacies associated with entertainment metadata,developing and distributing FAST channels can be easy and seamless.The first step is the Gracenote ID.These unique identifiers are used throughout the global entertainment industry t

19、o identify content and link to a market-leading descriptive data sets that are universally relied on by top video services and platforms around the world.Leading platforms in the entertainment ecosystem already leverage Gracenote data and our IDs to power their platforms.The Gracenote ID is an entry

20、way into our customer ecosystem that enables easy and quick distribution of content and onboarding to individual platforms.The IDs also link content to critical content metadata,including description,genre,cast and imagery.FAST offerings that prioritize metadata,including imagery and descriptions,wi

21、ll stand out with viewers and maximize monetization opportunities.Copyright 2024 The Nielsen Company(US),LLC.All Rights Reserved.In their rush to go live and benefit from ad revenue,FAST channels often launch with very little and/or low quality metadata.Having only basic metadata,however,especially

22、when metadata isnt standardized,inhibits content discovery.It will also limit a channels ability to provide a cohesive viewing experience in the future.Thats because FAST channels will evolve to deliver enhanced viewing experiences that will require enriched metadata.As we saw during the growth of V

23、OD,FAST channel providers will need to plug into future search and discovery experiences to retain viewership.Gracenote has been powering search and discovery experiences for the worlds leading video platforms across more than 80 countries for decadesexperience that translates seamlessly into the FA

24、ST ecosystem.Still in its early days,the FAST ecosystem is playing catch up with respect to metadata.The allure of being able to quickly curate content and distribute it often overshadows a focus on the future.In addition to understanding the need for basic,normalized metadata,content creators and o

25、wners should also be strategic in maximizing the appeal of their programming within the vast FAST ecosystem.Metadata makeoversEnriched metadata,like mood,theme and scenario,builds on the basics to provide a more complete and nuanced essence.Enriching the metadata associated with video content is vit

26、al in ensuring that its as user-focused as possible,especially as platforms upgrade their search and discovery functions.Enriched metadata builds on the basics of imagery and descriptions by providing a more complete picture of your content.Additions like mood,theme,scenario and setting provide a ne

27、w layer of information that can elevate the appeal of programming among audiences looking for something to watch.Recommendation engines will be key here,as platforms that leverage viewing preferences with behaviors will be better positioned to make relevant suggestions to drive and maintain tune-in.

28、of U.S.streaming viewers say that recommendations are useful in helping them find something to watch-Nielsen U.S.streaming content consumer survey,July 202367%Copyright 2024 The Nielsen Company(US),LLC.All Rights Reserved.Future-proofing FAST The streaming landscape has become incredibly crowded in

29、a very short span,and attracting audiences has never been more challenging.FAST channels are on the upswing with audiences,but success hinges on a channels ability to stand out in the crowd.Next-generation viewing experiences in the FAST ecosystem will arrive in no time,and content creators and owne

30、rs should be outfitting their programming today with the metadata that will put them ahead of the game as viewing experiences advance.Here are five benefits of enriched metadata for the next chapter of FAST:Enhanced content search and discovery:Content recommendation algorithms use enriched metadata

31、 to better connect audiences with content and drive tune-in.Relevant recommendations help create personalized experiences that connect with audiences.Personalized user experiences:Platforms use enriched metadata to curate personalized user-specific playlists and channels.Optimized advertising:Publis

32、hers and advertisers use metadata to better understand engagement with programming to contextually target ads for more relevant and brand-suitable ad placements.Competitive content curation:Platforms use enriched metadata to differentiate themselves by strategically curating content that ensures a d

33、iverse and appealing content library.Intelligent imagery:Platforms use captivating images that are tailored to individual viewers to supercharge visual content merchandising,drive engagement and increase viewership.Differentiated program imagery for individual programs can help better connect conten

34、t with different viewer preferences.Copyright 2024 The Nielsen Company(US),LLC.All Rights Reserved.Copyright 2024 The Nielsen Company(US),LLC.All Rights Reserved.Having a comprehensive metadata strategy ensures successful FAST channel launches across three key areas:distribution,discovery and moneti

35、zation.Launch planning:the metadata checklistDistributionFAST channels want to get their channels on streaming platforms to reach audiences.Creating and curating metadata for content varies by platform and can be laborious,and ensuring content identification compatibility with distribution partners

36、is often overlooked at first.Reputable metadata partners make the process seamless,comprehensive and applicable throughout the FAST ecosystem.Having the right metadata partner ensures that content will display properly and be presented in the most compelling way for audiences.It also helps ensure th

37、at programming metadata and content identification is compatible across TV and video platform and service interfaces and electronic program guides(EPGs).Top entertainment brands and platforms around the world rely on Gracenote video data and IDs to power their platforms,and working with Gracenote he

38、lps streamline and accelerate FAST channel distribution to them.Search and discoverabilityDiscoverability requires more than just developing and launching a channel.Ensuring that audiences can find it is key to long-term success,which means that metadata cant be overlooked,deprioritized or delayed.W

39、ith decades of experience in the entertainment industry,Gracenote has an industry-leading catalog of metadata that content owners can use to enrich their basic metadata,like titles,genres,descriptions and imagery,across standard size and aspect ratios to power guides and enable content discovery.Our

40、 datasets also include advanced attributes that downstream providers leverage,which ensures wide-ranging compatibility across platformsincluding next-gen platform experiences.MonetizationRunning a FAST channel is a business.Having the right metadata partner plays a key role here.Missing a genre,or b

41、eing limited to only one,for example,is enough for an ad not to be served against a specific piece of content.But monetization opportunities span well beyond the basics of including a genre.The Gracenote ID,for example,enhances advertising opportunities by enabling precise content targeting.And with

42、 granular metadata associated with content,advertisers can strategically place their ads based on an array of attributes about the content,including rating,genres and other classifications.This contextual targeting approach improves ad relevance and brand suitability.Copyright 2024 The Nielsen Compa

43、ny(US),LLC.All Rights Reserved.Copyright 2024 The Nielsen Company(US),LLC.All Rights Reserved.Accelerate your FAST strategy with the right metadata partnerAmid the drumbeat headlines about high-profile content and audience engagement across the streaming industry,its easy to lose sight of what actua

44、lly drives audience engagement:metadata.Its key today,and critical for tomorrow.Given this importance,Gracenotes dedicated FAST Program helps streamline the distribution and launch of new FAST channelscomplete with industry-standard metadata,the key ingredient that makes content discoverable and mon

45、etizable.In addition to handling the nuances of relevant and comprehensive content metadata,the program allows content owners to tap into Gracenotes existing distribution network of leading streaming platforms to facilitate seamless onboarding and make content immediately available to audiences.Get

46、startedLearn more about how the Gracenote FAST Program is helping content providers accelerate their FAST channel go-to-market strategies,drive viewership and unlock monetization opportunities.Contact us today at Gracenote.FASTP to begin your FAST metadata makeover.Preview your content metadata today with a free trial of Gracenote View,our easy to use application providing instant access to Gracenote video data.Free trialCopyright 2024 The Nielsen Company(US),LLC.All Rights Reserved.Copyright 2024 The Nielsen Company(US),LLC.All Rights Reserved.