If you’re looking for more evidence of how SVOD is changing the TV landscape, look no further than last night’s Emmy Awards. The 3 big SVOD providers, Amazon, Hulu and Netflix combined to win a record 35 Emmys, up from 32 in 2017. Netflix itself won 23 Emmys, tying HBO for top honors, with Amazon winning 8 and Hulu winning 4.
Netflix’s big winner was “The Crown” which took home 5 Emmys. All of Amazon’s awards were for “The Marvelous Mrs. Maisel” including outstanding comedy series, lead actress (Rachel Brosnahan), supporting actress (Alex Borstein) and writing and directing for Amy Sherman-Palladino. Maisel tied with Saturday Night Live for second place behind “Game of Thrones” which won 9, including outstanding drama series.
It’s in the script for every OTT service with an app for phones and tablets: “your favorite shows are now available anytime, anywhere!” It’s in the script because marketers know that “available anytime, anywhere” is what audiences want. Their impulse to make this promise is the right one, and it may induce an initial consumer engagement. But failing to deliver on that promise will quickly frustrate users and potentially increase churn. Saying it does not make it reality.
Video ad tech provider SpotX has announced that it has achieved 100% compliance with the IAB’s ads.txt specification version 1.0.1. ads.txt, which was announced by IAB in May, 2017, is a way of preventing the sale of fraudulent or counterfeit ad inventory. Fraudulent ad inventory have been a constant source of consternation in the video ad business because it undermines the marketplace’s integrity, especially for programmatic, and causes spending waste.
I’m pleased to present the 436th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.
This week Verizon announced the introductory offer terms for early customers of its 5G Home service in 4 launch markets. Colin and I are both impressed with how strong the offer is and also how targeted it is to cord-cutters. We discuss Verizon’s strategy, and more broadly what impact Verizon and other upcoming 5G launches will have on the broadband and pay-TV industries.
In particular, the pairing of 5G with a skinny bundle (as Verizon has done with YouTube TV) has caught our attention as likely to resonate well with consumers, especially with aggressive pricing. Still, we’re cautious that 5G has to perform as advertised and that 5G rollouts will be long and expensive. Potentially significant market disruption is still likely years away.
Listen in to learn more!
Click here to listen to the podcast (22 minutes, 15 seconds)
Yesterday Hulu and Discovery announced that 5 additional Discovery-owned TV networks will now be included in Hulu with Live TV, the virtual multichannel video programming distributor (“vMVPD” or “skinny bundle”), bringing the total to 8. In addition, approximately 4,000 episodes of Discovery programming will be added to Hulu’s SVOD library.
The deal further increases the value of Hulu with Live TV to its subscribers. But it also raises the question, yet again, of ballooning vMVPD programming expenses and how these impact profitability. Traditional multichannel pay-TV providers have steadily raised their rates over the years to offset higher programming costs (leading to the lower price opportunity that vMVPDs are trying to capitalize on).
Verizon has announced an aggressive, video-focused offer for its initial 5G launch, underscoring how potentially disruptive wireless telcos could be for both broadband and pay-TV services.
Starting tomorrow morning, residents of Houston, Indianapolis, Los Angeles and Sacramento will be able to visit “First on 5G” to determine whether Verizon 5G Home service is available in their area. If it is, then the service will become available beginning October 1st (though it’s not clear how quick activation would be). The introductory package is extremely compelling and includes:
Topics: Verizon Wireless
I’m pleased to present the 435th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.
Escalating programming costs for pay-TV operators are a chronic issue. In the age of cord-cutting and proliferation of SVOD, offsetting these costs with rate increases is no longer an option. One new solution being proposed by AT&T Communications’ CEO John Donovan is “engagement pricing,” whereby TV networks would be paid based on viewers’ actual consumption.
As Colin explains, it’s a break from industry norms, and even with AT&T leveraging Warner Media’s networks, it will be very difficult to persuade other networks to follow suit. Why get paid on viewership when you’re already getting paid regardless of how many people watched?
We then shift to CBS Sports’ decision this week to stream Super Bowl LIII to mobile devices without requiring a pay-TV subscription. It’s another nudge toward opening up sports to non-subscribers, though Colin and I agree the vast majority of marquee sports will remain locked behind pay-TV subscriptions.
Listen in to learn more!
Click here to listen to the podcast (23 minutes, 7 seconds)
Over the past several months, we’ve watched the largest video platforms make large-scale improvements to address brand safety. They honed their filters, updated their monetization policies, invited top independent measurement providers to the table and improved transparency.
It’s clear that the platforms feel and bear the burden of eliminating brand-unsafe content – the undeniably reprehensible videos that no advertiser would want to appear beside.
Categories: Social Media