Your competitors aren’t other publishers—they’re Netflix and Spotify

For years, publishers have focused on outdoing their direct competitors—other media outlets within the same niche or region. But the real battle for attention isn’t with other publishers; it’s with platforms like Netflix, Spotify, and YouTube that are redefining what people will pay for and how they spend their time. These platforms have set a new standard for value, convenience, and engagement, and they’re shaping consumer expectations in ways publishers can’t afford to ignore.

The Shift in Consumer Expectations

Subscription-based platforms like Netflix and Spotify have changed the way people think about paying for content. They’ve normalised the idea that high-quality, ad-free experiences are worth a monthly fee, but they’ve also raised the bar for what audiences expect in return:

1. Seamless User Experience: Platforms like Netflix and Spotify offer intuitive interfaces, personalised recommendations, and instant access across devices. Users have come to expect frictionless interactions as a baseline.
2. Consistent Value: These platforms deliver ongoing value with fresh, engaging content. Subscribers feel they’re getting their money’s worth, and they stay loyal as a result.
3. Personalisation: Whether it’s Spotify’s curated playlists or Netflix’s tailored recommendations, consumers are used to being served content that feels uniquely designed for them.
4. Global Appeal: These platforms transcend geographical boundaries, setting a standard for accessibility and reach that many publishers struggle to match.

Why Competing with Other Publishers Is the Wrong Focus

Focusing solely on outpacing other publishers is a losing strategy. Here’s why:

1. Limited Differentiation: Many publishers are producing similar content, which makes it harder to stand out. Competing for the same audience with the same tactics often leads to a race to the bottom in terms of quality or price.
2. Fragmented Attention: Consumers aren’t choosing between two news outlets; they’re deciding whether to spend their limited time watching Netflix, scrolling TikTok, or reading your content. The competition is broader and more intense than many publishers realise.
3. Evolving Habits: People are spending more time on platforms that combine entertainment, education, and utility. Publishers who don’t adapt to these changing habits risk losing relevance.

What Publishers Can Learn from Netflix and Spotify

To compete in this new landscape, publishers need to borrow strategies from these successful platforms:

1. Focus on Experience: Invest in improving your website and app interfaces. Make your content easy to find, consume, and share. Reduce friction at every touchpoint, from subscription sign-ups to navigation.
2. Prioritise Personalisation: Use data and AI to deliver tailored content recommendations. Show readers that you understand their preferences and can anticipate their needs.
3. Deliver Consistent Value: Ensure subscribers feel their investment is worthwhile by offering high-quality, exclusive content on a regular basis. Consider bundling offerings, such as newsletters, podcasts, or member-only events, to add extra value.
4. Enhance Accessibility: Think beyond borders. Offer content in multiple languages or create region-specific editions to appeal to global audiences.
5. Embrace Ad-Free Models: Like Netflix and Spotify Premium, publishers can build loyalty by offering ad-free experiences for paying subscribers. This aligns with audience expectations for a clean, uninterrupted experience.

Building a New Value Proposition

To compete with platforms like Netflix and Spotify, publishers must redefine their value proposition. Here are some steps to take:

1. Focus on Engagement, Not Just Traffic: Shift your metrics of success from page views to time spent, return visits, and subscriber retention. Engage deeply with your audience rather than chasing fleeting clicks.
2. Create Community: Platforms like Spotify and Netflix foster a sense of belonging through playlists, user reviews, and shared recommendations. Publishers can do the same by building forums, hosting live events, or creating exclusive spaces for subscribers.
3. Offer a Narrative: Netflix and Spotify excel at telling stories, whether through original series or thematic playlists. Publishers should focus on crafting compelling narratives that resonate with their audience and keep them coming back.
4. Experiment Boldly: Don’t be afraid to innovate. Whether it’s launching a podcast series, exploring new content formats like interactive articles, or gamifying user engagement, publishers need to take calculated risks to stay competitive.

The Future of Attention

In the battle for attention, the winners won’t be those who focus narrowly on outpacing other publishers. They’ll be the ones who understand and adapt to the broader landscape of consumer expectations shaped by platforms like Netflix and Spotify. Publishers need to think beyond content; they need to think about the entire experience they’re offering.

Your competitors aren’t other publishers. They’re the platforms that have redefined convenience, personalisation, and value. By learning from their success and adapting to the new rules of engagement, publishers can carve out their own space in a crowded market and build lasting relationships with their audiences.