1. Bockchains Will Help Protect Media
most blockchain projects in the media space have focused on helping people who
produce or publish content.
clear demand, however, for platforms that will also help users by protecting
their privacy when they access or share online content. Blockchains can be used to help ensure the
accuracy of news,
so that users can have confidence that what they read online is trustworthy. Blockchains
also offer solutions for compliance with data
regulations like the General Data Protection Regulation (GDPR), which affects the ad
industry — and virtually any other business that uses digital data or services.
most of the use cases that utilize blockchain solutions as a way to protect
people who consume media have yet to be put into practice. But this is an area
in which the theoretical groundwork has already been completed: It’s primed for
development in 2018.
2. Big Media Companies Will Adopt
often the case with disruptive technology, most of the blockchain-based
innovations in the media industry so far have been the work of startups.
Established media companies have been slower to react to (or engage with) the
expect the media giants to sit around and simply let themselves be disrupted,
however. Some have already started to take advantage of blockchains. Comcast is
probably the most significant example: In June 2017, the company announced a new platform that lets marketers buy ads
using a blockchain. (That platform won’t launch until 2018.)
industry can expect more blockchain engagement from legacy media companies in
2018. The engagement might take the form of a consortium, similar to the
Enterprise Ethereum Alliance, which was predominately driven by large,
established companies that were reacting to the blockchain revolution. Or
perhaps it will involve greater use of blockchain technology by individual
companies (along the lines of what Comcast is pursuing).
3. Blockchain Media Startups Will Fail
blockchain media ecosystem remains small compared to the media industry as a
whole. But it’s already quite crowded. There are a number of companies whose
platforms or business strategies are highly similar.
means some of those companies are likely to fail. If you have two
blockchain-based platforms designed to automate ad placement, for example, one
of them is going to do it more reliably or cost-efficiently than the other. The
loser will probably fade away.
expect to see some blockchain media companies fail. This won’t mean that
blockchain-based media as a whole is flawed. It’s just a natural step in the
evolution of any new market.
4. Media Content Delivery Will Be Powered
draws to a close, the delivery of digital content faces some big threats.
the Federal Communications Commission (FCC) wants to kill net neutrality, which could make it much harder for some consumers to
access digital content through traditional distribution channels.
threat is seemingly endless Distributed Denial of Service (DDoS) attacks
against content-delivery infrastructure, which have put the ability of
traditional content providers to guarantee reliable access to digital media at
technology can provide a solution to these challenges. Decentralized,
peer-to-peer content delivery networks that rely on a blockchain to store and
distribute data are resilient against efforts to make traffic on the internet
less “neutral.” They can also resist DDoS attacks by eliminating the reliance
on centralized hubs — which can be attacked — for content distribution.
like Livepeer are already working on platforms that leverage blockchains
as a solution for decentralized content delivery. We are likely to see more
startups in this niche in 2018.
5. The Blockchain Will Power Content
the most centralized aspects of the media industry is content production. Most
profit-generating digital content, such as movies and TV shows, is produced or
owned by a relatively small group of media companies. In some cases — like
those of TV shows produced by Netflix or Amazon — the companies that create and
distribute media are one and the same.
centralization of content production is unsurprising. Creating content is
expensive and complex, especially for a large-scale production like a TV series
or a movie. Traditionally, only substantial and established companies have had
the resources to create content.
could change this. Individuals could invest in content production using a
blockchain. People who create content could be paid via a blockchain. Content
production could be orchestrated and managed through a blockchain.
technology has yet to be used in a major way to facilitate the creation of
digital content. But disrupting the highly-centralized system through which
most content is currently produced and distributed is an obvious proposition
for blockchain technology.