IBM Cloud Video - leaderboard - 8-16-17

VideoNuze Analysis

  • Skinny Bundle Gains Help Offset Steep Q2 Pay-TV Video Losses

    The biggest U.S. pay-TV operators lost approximately 655K video subscribers in Q2 ’17, compared to a loss of 715K subscribers in Q2 ’16, according to Leichtman Research Group.

    But the Q2 ’17 loss would rise to around 895K if not for the approximately 235K subscribers added by skinny bundles Sling TV and DirecTV Now, which helped AT&T’s and Dish Network’s results. The 895K is worse than the 760K video subscribers lost in Q2 ’16 after backing out the approximately 45K skinny bundle adds in that quarter. The second quarter is traditionally weak for the industry with college students on the move.

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  • Perspective What's this? The Short Form Ad Experience

    According to the FreeWheel Video Monetization Report: Q1 2017, 16% of all ad views took place on short-form video clips. However, in Q1 2017, 58% of all video starts were clips (less than 5 mins) and while less time is spent and fewer ads are served compared to long-form and live content, the monetization strategy and user experience of short-form content, given its sheer volume, is of great importance to premium video providers.

    The FreeWheel Council for Premium Video set out to study the impact on the viewer across different ad experiences when watching short-form video. Partnering with RealEyes, a leading emotion measurement platform, we exposed 2964 adults aged 18-49 to a set of nine different scenarios of premium video content and ads, to measure the different levels of engagement and emotional reactions through facial recognition technology, as well as surveying them on their overall experience.

    The results of this unique study were really interesting:

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  • Apple Plans to Spend a Billion Dollars on Video, But to What End?

    The WSJ is reporting this morning that Apple has created a budget of $1 billion for original content for the next year, to be managed by Zach Van Amburg and Jamie Erlicht, two high-profile producers Apple lured from Sony in June to head up its video efforts.

    While details are light (as they always are), the report said Apple could use the funds to acquire and/or produce up to 10 TV shows either to be included in its Apple Music service or in a new standalone video service. The report said that Van Hamburg and Erlicht have “begun meeting with Hollywood agents and holding discussions about shows Apple could acquire.” Another industry executive, Matt Cherniss, previously president of WGN America, has been brought on to run development.

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  • Nielsen Boosts Distributed Video Model By Crediting Facebook, YouTube and Hulu Views

    Nielsen announced this morning that it will begin giving video clients credit in its Digital Content Ratings service for views generated on Facebook and YouTube. Hulu will also start giving certain content partners credit for current series available on its streaming service.

    The move is significant because it means an independent third party measurement service will be providing audience metrics that can be used when aggregating total viewing across platforms. It’s particularly noteworthy because video providers are leveraging the “distributed model” by pumping video through YouTube, Facebook and other social media platforms to massively expand their reach and drive their business models.

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  • Expensive SVOD Talent Wars Are Unlikely to End Well

    Another day, another high-profile - and no doubt incredibly expensive - SVOD talent deal announced. Today’s is between Netflix and the ultra-successful producer Shonda Rhimes, poaching her from ABC, where she’d been for 15 years. For Netflix, it followed last week’s deals with the Coen brothers for a new series and the company’s first acquisition, of Millarworld, plus many others.

    While Netflix has been busily announcing new originals - no doubt timed to offset the fallout from Disney’s decision not to renew its pay-1 output deal upon expiration in 2019 - Amazon hasn’t been sitting still. Last week the company lured Robert Kirkman, creator of the blockbuster “The Walking Dead” series on AMC in an exclusive 2-year deal. That followed recent deals for many other originals, with a heavy emphasis on kids shows. And don’t forget Hulu, which is coming off its biggest original success to date with “The Handmaid’s Tale.”

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  • VideoNuze Podcast #383: Disney’s Blundered 2012 Netflix Deal Comes Home to Roost

    I’m pleased to present the 383rd edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    On today’s podcast, Colin and I discuss how Disney’s blundered 2012 content deal with Netflix has now come home to roost. Even though Disney’s content was only activated on Netflix last year, this week Disney announced it won’t renew the Netflix deal and will instead launch its own entertainment-focused SVOD service - but not until it’s able to in 2019.

    Colin and I agree that 2019 is a lifetime away given how fast the video world is moving. Importantly, the competitive environment for kids programming is already very crowded and will only intensify over the next 2 years as others’ investments accelerate. While Disney’s content is the gold standard, for many reasons we discuss, the company success in SVOD is far from assured.

    Disney painting itself into a corner is a textbook example of the consequences of prioritizing short-term gains over long-term strategic flexibility. Though the original Netflix deal was done in 2012, its ramifications will reverberate for years to come.

    Listen in to learn more!
     
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  • Perspective What's this? How Hungry is the Market for Snackable Video Ads?

    Don’t blink or you might miss it.

    Last week, it was reported that Mars and Duracell are each airing two six-second television ad spots during this Sunday’s Teen Choice Awards. Fox announced that the ads, which take the place of a single 15 or 30-second ad, will be part of new 29-second pods that will begin by telling viewers to stay-put for four six-second ads.

    The reasoning behind this move should come as no surprise - today’s teens show a clear preference for short-form content and clearly seem to be influenced by short ad lengths.

    But the news underscores a bigger issue - are demographics the key driver of shorter ad lengths?

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  • Data is Core to Merger Between Genesis Media and Altitude Digital

    Two video ad tech providers, Genesis Media and Altitude Digital, announced they have merged in a deal that is rooted in using data to optimize video publishers’ ad inventory. The new company combines Genesis Media’s technology to analyze publishers’ content, ads and audience with Altitude’s video supply side platform. The merged company will be called Genesis Media and be led by CEO Mark Yakanich, with Altitude’s Joe Grover becoming president and chief marketing officer.

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