Last week, we discussed the wide variety of virtual reality options that are hitting the market and the rates of adoption for the VR world in general. But without great content, those expensive headsets will start collecting dust on early adopters’ shelves. The good news for consumers and creators alike is that a massive amount of time and capital is being invested into creating cool content to help drive adoption rates and potentially change the way consumers watch TV and movies forever. What content will rise to the top will be a matter of trial and error mixed with advanced testing techniques.
Who is in the game
Virtual reality isn’t just for gamers. Although the medium lends itself perfectly to first person simulated action, major studios, streaming tech companies, and smaller production facilities are in a race to build an entirely new viewing experience with original content.
Universal Studios is using their theme parks to gin up interest by giving customers VR experiences on their rides. Disney has invested $65 million in startup Jaunt, which specializes in 360-degree camera technology. Netflix, meanwhile, dipped their toes in the VR content world by launching a VR app, and Amazon has hired former Tribeca Film Festival Director Genna Terranova to head up production of a new VR unit. Even Steven Spielberg is spearheading a new content initiative in VR.
And don’t forget about Sony. Now that they have a VR headset to go along with their PlayStation gaming console, there isn’t a bigger company more set up for VR in games, TV, movies, and streaming content. Only time will tell if their internal culture will make the logical leap to tie everything together to lead in this area – but it’ll be hard to compete with the Disneys, Amazons, and Netflixes of the world.
What Content is Being Made
Content creators are champing at the bit to dive into this new medium for storytelling. But as of yet, there’s only been a handful of compelling content, both scripted and non-scripted, to hit VR headsets.
The NBA has begun to experiment with live games, and soon enough, consumers will be able to regularly sit courtside with friends around the world for a fraction of a real ticket. Doug Liman (Director of Bourne Identity) recently launched a first-of-its-kind scripted supernatural series called Invisible. Netflix teased out a VR experience for their hit show Stranger Things that is a precursor to much bigger things to come in scripted VR.
Over the next 1-5 years, every studio and tech company will be creating high-quality content for VR and fundamentally alter the viewing experience at home, at the movies, and at theme parks.
Data is more crucial than ever for content
Because of the experimental nature of VR content, companies are going to be making a lot of losing bets, trying to figure out what works best in a brand new medium. In addition, new technology has to be created on the fly, and production costs are going to be remarkably high.
For content creators looking to develop cutting-edge material in the VR world, it’s going to be more important than ever to have analytical tools to test out for full-scale productions. Pilotly is constantly adapting to new technology by developing new ways to collect experiential data, and these techniques will ultimately lead to optimized VR experiences. Always ahead of the game, Pilotly is actively building solutions to help content creators and early creative adopters make the most of this new medium as the industry looks to core metrics to rely on for market validity.
For companies and creators, Pilotly is an invaluable (and inexpensive) tool to use for new content – especially when that new content is being distributed through a new conduit like virtual reality.