The story goes like this…and that. So you should… and don’t forget…

Storytelling. Some new data to chew on from research consultancy Latitude. Nothing new from my perspective. I am constantly looking for new ways to bridge storytelling with digital media and new technology.

Technology to me offers not a distraction form storytelling, but a host of new props for us to utilize and integrate into the #Story bag of tricks.


Latitude’s new study, The Future of Storytelling, that shows that digital TV will be an integral part of how stories are told in the years to come. According to the study, “audiences are more ready than ever to embrace new tech-driven possibilities for stories to (affect) us more deeply.” The report identifies four different audience archetypes: Seekers, Relaters, Realists, and Players. Some of the stats Latitude dug up are below:

  • 78% want to “friend” a character digitally on Facebook or via text messages and have the ability to help sway the character’s decisions.
  • 87% want to see events through the eyes of a particular character or to switch between different characters’ points-of-view.
  • 41% use a second screen at least daily while watching TV, which includes 50% of 18-34 year-olds and 35% of 34-59 year-olds.
  • 67% say that using a second screen to interact with TV content would increase their overall TV viewing; this includes 63% of 34-59 year-olds.
  • The most popular second screen interactions for TV shows tend to be goal-oriented, such as earning rewards (80% interested), voting to decide a show’s outcome (79%), or making a purchase (76%).
  • 92% agree there’s a real opportunity for brands to make ads feel more like a story or a game that they’d naturally choose to engage with.

In Other Words: The more interactive you can make your series, the more fans will be into it. Yeah, that’s what she said Michael Scott.