Television is facing a transformational moment in history, as viewers have more choices than ever before. Though still a fundamental pillar of marketing and a nearly $80 billion business, television has been dramatically changed by the rise of viewing devices and streaming options, and advertising buyers and sellers alike are struggling to keep up.
Based on our own data, as well as third-party data, we present three key findings:
FreeWheel has released its Q2 '15 Video Monetization Report, finding once again that long-form and live viewing drove the biggest increases in video ad views. Live viewing increased 146% vs. Q2 ’14 with long-form up 26% vs. Q2 ’14. Short-form again lagged, up just 16% year-over-year. Overall, ad views increased by 32% and video views increased by 25%, both vs. Q2 ’14.
For broadcast and cable TV networks plus pay-TV operators (which FreeWheel calls “programmers”), 66% of their ad views in Q2 ’15 came from the combination of long-form (35%) and live (31%). As always, the biggest share of live viewing was sports at 78% (though that was down from 82% in Q1 ’15), distantly followed by news at 15%. For long-form, scripted drama had the highest share (42%), followed by reality (26%) and comedy (17%).
I'm pleased to present the 287th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
This week Colin and I dig into the idea of Comcast launching a curated video service called Watchable, which was initially reported by Business Insider. Colin is extremely skeptical of the plan and outlines 4 key reasons why. I’m a little less skeptical, but as I explained earlier this week, believe there’s a lot more upside for Comcast in integrating major OTT services into its X1 offering.
Regardless of the specifics, we both believe that Comcast and other pay-TV operators need to move more deeply into online video as the traditional TV and pay-TV businesses come under increasing pressure.
Listen in to learn more!
Click here to listen to the podcast (20 minutes, 57 seconds)
When Sesame Workshop announced its deal with HBO last week, everyone seemed to have an opinion about whether another “poor door” had been created, this time for Elmo and his iconic friends.
It’s an interesting societal debate, but what was more intriguing to me was that Sesame’s deal with HBO signaled that its own SVOD efforts had not delivered material results (and with the new HBO deal, I’d guess will likely be phased out at some point). That in turn reinforced my belief that the niche SVOD model is extremely difficult given the rise of “super” SVOD services like Netflix, Amazon and Hulu.