By Adam Fraser
Never a dull moment in the fast-moving media landscape of 2018.
Any sense of having media providers and technology companies pigeonholed in a certain slot is repeatedly rendered outdated as the clean boundaries of previous decades continually evaporate.
One minute Disney is partnering with Netflix, then it is bypassing it. Snapchat began as a messaging platform before effectively bolting on a pure media offering with its Discovery module. Pinterest has evolved from social network to a discovery-focused pseudo search engine. Foxtel launched an SVOD offering to mimic Netflix. The list goes on.
So Instagram’s (rumoured) plans for long-form video shouldn’t really come as too much of a surprise.
Is this Instagram taking on YouTube or Snapchat? Or both? A platform just for influencers or will this evolve to long form, high production quality Netflix style content? Time will tell.
Whilst Instagram has historically been arguably the most skilful of the social networks in evolving its offering without alienating its core user base, there are no guarantees this will be a successful move. But clearly the scale and loyalty of its user base give it a reasonable shot.
Time will tell but this is yet another reminder of just how fragmented and dynamic the media landscape remains.