The Texas Chainsaw Massacre and the Long Tail
In “The Long Tail,” Chris Anderson argues that, online, we have more access to and more demand for more niche, less mainstream “micromarkets” of media such as movies, books and music than we ever did in the physical world. In other words, demand is shifting from the head of the distribution to its tail (image to the right). Businesses can actually make money selling these types of relatively unpopular media. Today, you don’t need a megablockbuster to make money, but you still need to make a big impact to capture enough of the market share.
Film streaming services like Amazon or Netflix offer viewers both mainstream content and “off-the-grid” documentaries and vintage movies in large numbers. I, for one, never watched TV until Netflix came along.
I was bored with the silly, inane offerings on the major TV networks, deciding instead to rent movies from Redbox or other similar service. But once I was turned on to Netflix and I had access to so many great, offbeat movies and TV shows, I was hooked. Mini-series like “Top of the Lake” and “The Killing” became my go-tos. I could always find something interesting to watch, even if it was just endless “Law and Order Special Victims Unit” shows. Paired with Amazon, you have a seemingly endless list of options, because what one doesn’t have, the other one does. For example, the other night I was looking for the original 1974 “Texas Chainsaw Massacre” (image to the right). It was nowhere to be found on Netflix, but there it was on Amazon, and minutes later, I was watching it. That film had a cult following in the 1970s, when it first came out, but I doubt it’s one of their most downloaded movies now; still, like Anderson stated, if just one person watches it every so often, it can be profitable for Amazon to keep it among its ranks. Likewise, I recently watched the film “Helvetica,” about a single font, for a class assignment; no doubt it was a niche documentary, but there it was on Amazon.
The other advantage Netflix has over the main TV networks is that you can watch whatever you want, whenever you want. Of course, you can do that to a certain extent with DVD, but services like Netflix and Amazon give you instant viewing at any time of day or night. So when I sit down at night after the kids have gone to bed, I can watch my detective shows that wouldn’t be appropriate for them.
The content on Netflix and Amazon is much easier to find than any content on TV. I have cable (the only reason I have it is so the kids can watch their kids shows), and I hate scrolling through the channels looking for something in particular. Most of what’s available is really junk viewing, and you have look and look to find what you might want. On Netflix and Amazon, a search function allows you to type in exactly what you want and, voila!, there it is. I’ve always complained about too many bad choices on cable, but perhaps its just the way the material is uncurated and disorganized.
Distribution graphic source: Ilya Grigorik