There's a lot of excitement about online, ad-supported access to TV programs (accessible on the TV networks' own sites or via Hulu), but a new study from ad manager FreeWheel being released this morning shows that in reality, short-form content and 3rd-party syndication are the workhorses of online video advertising.
For the first time, FreeWheel breaks down its data by "Linear + Digital" content providers (i.e. TV networks like Fox, NBC, etc.) and Digital Pure-Play (online-only content providers or aggregators like VEVO, AOL, etc. that mainly focus on short-form content). FreeWheel found that video views grew 30% in Q1 '13 vs. a year earlier, driven by a 47% increase in views from DPPs, which offset a surprising decline of 8% by L+Ds. The data is based on 16 billion video views in Q1.
Yesterday Microsoft introduced its long-awaited new Xbox console, dubbed "Xbox One" and positioned as a "the ultimate all-in-one home entertainment system."
Watching company executives demo Xbox One, it was immediately apparent how slick the device's gesture and voice controls are, particularly for navigating live TV and other features. For many buyers, these - along with Xbox One's gaming-related advances will be very compelling.
But for those looking for a living room device that supports their on-demand oriented viewing, interest in niche specialized programming, affinity toward mobile interfaces/apps, or all of the above, Xbox One doesn't appear to break any new ground. In this sense, Xbox One is less about being a disruptor of today's TV ecosystem than about improving its use.
Topics: Xbox One
New industry data compiled by Leichtman Research Group shows that broadband ISPs that account for 93% of the U.S. market added over 1.1 million subscribers in Q1 '13, nearly 6 times the 194K pay-TV subscribers that were added in the period by pay-TV operators that account for 94% of the market.
Broadband subscriber additions have outstripped pay-TV's for years, but the 6x ratio is more than double the average of 2.8x from the prior 2 years. The 194K pay-TV additions in Q1 were down 56% vs. the 445K added in Q1 '12, while the 1.1M broadband additions were off 15% from the 1.3M in each of the prior 2 years.
On the surface the data suggests that cord-cutting - a shift from viewing video via pay-TV to via broadband - may finally be taking hold. But while LRG's Bruce Leichtman has indeed found an uptick in his calculations of cord-cutting (up from .2% of U.S. homes to .4%-.5%), he sees a far more nuanced picture of what accounted for Q1's swing, plus lots of uncertainty going forward.
Tremor Video's VideoHub technology has received Media Rating Council (MRC) accreditation for its video viewability metric and 4 of its other metrics. The accreditations are another milestone for online video advertising in moving from a "Wild West" to delivering assured campaign data to advertisers, agencies and content providers. MRC is an independent industry organization focused on validated audience measurement services.
The 5 VideoHub metrics that MRC has accredited are as follows: