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There are several issues right now with AR/VR which seem to be holding the growth of the industry back, probably the biggest one is the lack of a unified/central location to access interactive content.

Devon & Michal over at CinematicVR ask the same question in an interesting article: “Contextualizing the Vitality of Content Distribution: the VR and 360 Video Complex”

Content distribution has been industrialized, scaling to a state of overabundance, tipping the balance of power into the hand holding the smartphone. With waning attention spans and lack of exercise comes the droning stalemate of digital encumbrance and content disposability. A paradox of choice.

Media companies fight for our time. The social winners create open networks on top of the individual’s stream of shared written word, photo, and video; the legacy winners create closed channels from their slate of programmed written word, photo, and video. In today’s era, we lose by segregating media into the distinct buckets of new/user-generated and traditional/studio-produced. Why? It is all just media.

The de facto winner is the one that continually captures and owns the consumer’s time. Big media. Big brother. We are living in the oxymoron of an individualized society — the capitalization of our time.

It is often said that the virtual reality and 360 video industry is faced with the chicken and egg problem. The problem is that we haven’t cracked the egg, nor has the chicken hatched. To get to that point, we must look through the consumer’s lens.

Virtual reality and 360 video share an inherent flaw — the lack of consumption infrastructure. This has a direct correlation to viewership in that target users are presented too many choices and are far too limited on time. The chicken is choice; the egg is time.

Read More over at: CinematicVR