What Do B2B Marketers Do Now? is an ongoing email. Join the mailing list to be the first to receive these weekly insights!

What is it about rainy summer days? Seems like we’ve had more than our fair share of them this year.

They’re even more annoying when you’re at the beach, the lake, the cottage, the summer home… and it’s during your holidays! Sure, it’s better weather to work, but when you’re somewhere vacationing – staying inside feels extra torturous. Then you just sit on the couch being comfortably numb as you scroll through socials or TV shows… which you can do at home anyway!

Give this song by Pink Floyd a listen as we see what the experts are saying this week.

Streaming Paralysis

Last week I talked about cutting through the noise in the B2B world. This past week, all I’ve seen are articles drawing me right back to that concept. Take this offering from Nielsen (the company that measures TV ratings), for example.

How many times have you logged in to your streaming platforms and endlessly cycled through Netflix, Amazon Prime, Apple TV+… and were left feeling down when you still couldn’t find anything to watch? Seems impossible, doesn’t it?

Well, this kind of paralysis is apparently common, and Nielsen says that it’s a real problem. In just three short years, the amount of content available to TV viewers has grown by more than 1.1 million individual programs. As a result, it’s typical for someone to spend up to 10-and-a-half minutes trying to find something to watch… and as many as 20% of viewers, overwhelmed by the sheer volume of choices, give up and go do something else instead.

And then there’s this: “60% of time spent streaming in May 2023 was dedicated to programming that first aired on linear channels. That’s up 5.2% from October 2022.” So shows like Grey’s Anatomy and Gilmore Girls are getting more playtime than made-for-streaming ones. This is just like what we see with music streaming, where people are spending more and more time with older music than anything contemporary.

How does this impact B2B? We should assume our own customers and prospects are facing a similar challenge – with all the content out there, they may be spinning their wheels – need some information, just the basic facts – and giving up when they can’t find any relevant information.

Hope you have a great (last) long weekend of the summer! And as always, don’t hesitate to call me to brainstorm or just say hello!

Looking forward,

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat