“Everyone’s talking about the new battle for exclusivity, original content production, where the platforms fund and produce their own shows without the help of big studios. But this war is different. Instead of competing to produce the most content, the platforms are competing to produce the most relevant content for their specific user base,” Michael Grothaus writes for Fast Company. “Netflix’s directorial and casting decisions for House of Cards were famously based on data analysis of viewing habits, and Amazon’s pilot program lets users vote to fund their favorite new show.”

“This new battle for relevance shows an increasing understanding of how we watch video. Unlike music, most people don’t watch their favorite film or the last season of Lost over and over and over again for months on end,” Grothaus writes. “Eventually, we want to see new stuff–but given the massive amounts of content available on every service, we probably don’t know exactly what. The distinguishing factor in choosing an online video service could therefore come down to one important feature: discovery.”

Grothaus writes, “Discovery refers to a user’s ability to easily find new and interesting things to watch that are relevant to them… Apple bought a little company called Matcha.tv (a company most people had never heard of). We don’t usually think about Apple as being in the same market as Netflix, but remember that Tim Cook and others at Apple have said time and time again that the company is very interested in the TV sector, but they aren’t going to enter it until they feel they have something worthwhile to contribute. Their new acquisition might help them produce something worthwhile.”

Read more in the full article here.

[Thanks to MacDailyNews Reader “Fred Mertz” for the heads up.]

Related article:
Apple acquires second-screen TV/video app Matcha.tv – August 13, 2013