Discovery vs Consumption

David Beisel writes:

discovery has been traditionally most effective when it is directly integrated into the consumption workflow. See traditional radio as the perfect example consumption is discovering, as playlists include new music in the linear format. But increasingly users have more choice to consume what they want, not what others put in front of them.

Anecdotally again, Ive found most of the new content Ive consumed (regardless of type) in the past year or two has been through some type of word of mouth. Its obvious that discovery will increasingly include a social component to it, and technology will aid in that process. Weve seen a lot of progress in the last year with respect to news and blogs, with tools that effectively personalize or prioritize the discovery of new content (sources).

I wonder, though, with the disruption of media towards digital formats, if the discovery becomes detached from consumption method, and if consumers will be increasingly frustrated about finding what they want to consume. As content producers scramble to find the right distribution outlet for their content, are they mindful of how consumers will discover it, wherever it is?

A comment on Lifeblog:

My take is that the next wave of the Web will be in the form of aggregators and services, which will increase the energy of finding something new or unexpected. We have some separate standing services, like Pandora or digg, but the real kick will happen when, as David says, the discovery is in line with the consumption.

That’s where I think aggregators will come in. Aggregators will be able to have their finger on multiple pulses and be able to make things rise to the top, to the attention of the user, in line with normal use.

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Rajesh Jain

An Entrepreneur based in Mumbai, India.