Under Rawlings’ leadership, DreamsWorksTV has created some 1,000 episodes of original content now distributed on the YouTube Kids App, Comcast Watchable and the Verizon go90 platform—all in just a year and a half. And his strategy of creating bite-sized, short-form content made specifically for the web has made it a top destination for kids. Rawlings keeps his team engaged by trying out new devices as they become available. But taking notes is key. “Our audience is made up almost entirely of digital natives, so they tend to adapt and change faster than any other group,” he says.
What does the multiscreen experience look like in 3 years?
MORE options. MORE content. MORE noise. As competition increases, consumers will have more and better choices for how they consume the content they want. Premium producers will have to work harder to cut through the noise, but the increased reach and solidifying revenue models will improve rewards for those that successfully navigate the change.
How do you keep yourself and your team engaged and informed on the changing multiscreen universe?
We use a combination of experimentation and research. Trying out new devices and apps as they become available (or beforehand, when possible) is the first step, but the important follow-up is to keep tabs on how our target audience’s consumption habits are evolving. Our audience is made up almost entirely of digital natives, so they tend to adapt and change faster than any other group.
To what degree will measurement factor into multiscreen monetization in 2016?
Better measurement tools are better for everyone. There are exciting developments in this space, and 2016 will be a big year.
What are your 3 go-to apps?
YouTube, Go90 & Waze.
If you had to spend a month in the virtual reality, what would your environment be?
A serene white-sand beach with crystal clear turquoise water, gentle waves, a light breeze and a cold drink. And my E-Reader stuffed with easy reading fluff. And my tablet, can’t live without that. And my phone. And, yes, might as well have my laptop handy…