Through our ongoing work with cable operators and programmers on initiatives that range from technical infrastructure evolution to business strategy, IBB Consulting has identified five key trends that will collectively drive the video delivery industry.
Over the next five years, there will be challenges and opportunities that span technological updates, deployment of new services, shifts in the marketplace and the ability to adapt to consumer behaviors.
Categories: Cable TV Operators
Topics: IBB Consulting
Broadband Internet access is a booming business in the U.S., especially for cable TV operators. According to data released last Friday by Leichtman Research Group, the top U.S broadband ISPs (accounting for 93% of the market) added nearly 384K subscribers in Q2 '14, the most since Q2 '09. Q2 '14 additions were 29% higher than those in Q2 '13 and 16% higher than those in Q2 '12.
Because the law of large numbers is working against broadband ISPs, adding even the same number of subscribers year-over-year is impressive, while adding more is even harder to do. For example, at the end of Q2 '12 there were 80.3 million broadband subscribers in the U.S., while at the end of Q2 '14 there were 85.9 million.
Topics: Leichtman Research Group
Bright House Networks, the sixth largest cable TV operator in the US, with 2.5 million subscribers, has announced that will use BlackArrow for dynamic video ad insertion (DAI) for on-demand and multi-screen delivery. As viewers continue to embrace both VOD and myriad viewing devices - and operators make more content and TV Everywhere options available - effectively monetizing these streams is becoming more and more essential.
In an interview with Recode on Tuesday, Sony Computer Entertainment America President and CEO Shawn Layden said the company is still planning to launch a "revolutionary" OTT pay-TV service by the end of 2014.
However, as Intel learned with its own misguided OnCue foray, the big cable network owners aren't enabling any revolutions to occur in the pay-TV industry. To the contrary, they're working hard to extend the status quo. This, plus other factors, means the odds of success for Sony's nascent OTT pay-TV service are extremely low.
I'm pleased to present the 229th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
Earlier this week Colin's firm nScreenMedia released new research, finding among things, that cord-cutters are mostly satisfied without pay-TV service. Colin provides his take on the data, noting in particular that just 9% of respondents missed sports, which suggests cord-cutters are mostly self-selected non-sports fans.
We also zero in on millennial cord-cutters and their attitudes. Both of us believe the data counters a quote from Time Warner CEO Jeff Bewkes this week related to millennials, that "Once they take the mattress and get it off the floor, that's when they subscribe to TV." That's been true in the past, but it will get a lot harder given the range of video choices now available.
We then turn our attention to TV Everywhere and recent research showing that while it is valued by those who use it, adoption still remains relatively low. We dig into why this conundrum is likely to continue.
Click here to listen to the podcast (22 minutes, 18 seconds)
New research from nScreenMedia (my weekly podcast partner Colin Dixon's firm), has found that among pay-TV cord-cutters, 37% said they were "extremely happy and will never go back to pay-TV," with another 47% saying they're "pretty happy with the decision." Conversely, 8% said they were "pretty unhappy with the decision" and 9% "hate it and wish they had the service again."
The overwhelming lack of remorse suggests cord-cutters have been able to cobble together mostly adequate OTT substitutes to pay-TV.
TV Everywhere's conundrum continues. Data from Viacom late last week again showed that people who actually use TVE appear to really value it, plus it improves their perceptions of their pay-TV operator. Nonetheless, other recent research and comments from industry executives themselves show that relatively few people have tried TVE and still fewer use it consistently.
First the Viacom data. Sampling 1,300 Viacom viewers ages 13-49, and 600 kids, ages 2-12, Viacom found that TVE users watch 64% more TV (72% for millennials), as 98% said TVE adds to their pay-TV subscription and 93% said they're more likely to stay with their pay-TV operator as a result of TVE. Respondents said the main reasons for TVE use were to re-watch/replay TV episodes, view flexibly and be an early adopter of new services.
The top 17 U.S. broadband ISPs added nearly 1.2 million subscribers in Q1 '14, notching the best quarter of growth since Q1 '12 (see chart below). These ISPs now have 85.5 million subscribers, with top cable operators accounting for nearly 59% or 50.3 million and top telcos accounting for 41% or 35.2 million. The data is according to Leichtman Research Group.
The top cable operator ISPs garnered 83% of the quarter's 1.2 million subscriber additions, vs. just 17% for the telcos. This compares with Q1 '13, when the top cable operator ISPs took 72% of net additions, with telcos taking 28%. LRG notes that Q1 subscriber additions historically account for more than Q2 and Q3 additions combined.
Topics: Leichtman Research Group
I recently had the pleasure being interviewed by my former colleague Howard Homonoff for his weekly "Media Reporter" show at the Columbia Institute for Tele-Information which he produces in addition to his consulting practice. In the interview we touch on a broad range of topics including how technology is helping traditional TV, the impact of online video on pay-TV operators and networks, online originals, NewFronts, rise of devices and mobile viewing, net neutrality, industry deals and much more.
The interview runs about 28 minutes.
Topics: Net Neutrality
I'm pleased to present the 227th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
This week we dig into the Turner-Comcast deal from earlier this week, under which Turner is providing past seasons' and full current season's episodes to some of its most popular programs to Comcast for viewing on VOD and TV Everywhere. As I wrote earlier this week, a key enabler of the deal is Turner's ability to dynamically insert ads in the on-demand streams.
Colin and I agree that, to the extent the deal becomes a template for others, it could have a wide-ranging impact on the ecosystem. To date, Netflix and other OTT providers have been able to aggregate huge libraries of past seasons' episodes, which have fueled binge-viewing.
But as advertising in VOD/TVE grows and improves, it could become the financial foundation for operators to gain far greater content rights. That in turn could change the negotiating balance for content and perceptions of pay-TV operators. Colin and I explain what could be ahead.
Listen in to learn more!
(Note also Colin is hosting a free webinar next Tuesday on Fox Sports Go TVE app. Sign up here.)
Click here to listen to the podcast (19 minutes, 49 seconds)
Turner Broadcasting will provide Comcast with VOD and TV Everywhere access for some of its most popular programs across all of its cable networks, under a deal announced this morning. A significant aspect of the deal is that it gives Comcast rights not only to past seasons' episodes, but also to all current season episodes - what's known as "stacking rights." The deal is a big win for Comcast and also underscores the emergence of dynamic ad insertion in VOD/TVE streams as an important new revenue driver.
Charter Communications has begun rolling out personalized video search and recommendations to its 5 million subscribers, using Digitalsmiths' Seamless Discovery Platform. Billy Purser, VP of Marketing at Digitalsmiths told me that Charter actually began introducing this to its web and Charter TV mobile app users over the past 3 months and has now started rolling it out to subscribers with IP set-top boxes.
The Digitalsmiths search and recommendations are based on the company's Unified Data Service, which structures numerous individual data services (e.g. TMS, Rovi, Thuuz, Rotten Tomatoes, Metacritic, Common Sense Media, etc.). This data is then paired with both implicit (e.g. viewer behavior) and explicit (e.g. viewer ratings).
I'm pleased to present the 225th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia. This week the NewFronts got underway in NYC while the Cable Show was happening in LA. We discuss some of the highlights from both.
Starting with the NewFronts, per new IAB research, we were both impressed with the rising esteem of online video advertising in the eyes of ad buyers. These are the people being courted at the NewFronts, and they now see TV and video as being essentially at parity importance for major product/service campaigns.
Moreover, 2/3 of respondents see their online video spending increasing in the next 12 months, with 67% citing TV budgets as the top source of funding for online video. All of this is certainly good news for the content providers unveiling new programs at the NewFronts this week.
Colin then discusses his observations from the Cable Show where executives cited concerns about creators being drawn to the YouTube ecosystem instead of traditional TV. Meanwhile these classic distinctions are getting blurrier, as evidenced by last week's integration of Netflix with 3 cable operators. It's not just Netflix though - clearly Hulu has aspirations to be integrated as well, and surely YouTube and others are right behind.
Click here to listen to the podcast (21 minutes, 3 seconds)
Netflix will be integrated by 3 small U.S. cable TV operators via TiVo, per a joint announcement by the companies. Atlantic Broadband, Grande Communications and RCN will begin integrating Netflix in multiple ways: by assigning Netflix its own channel in their on-screen guides, exposing the Netflix app for quick access to sign-up or login and incorporating Netflix content in recommendations and search results alongside linear, VOD and the subscriber's DVR content.
For Netflix, the deals follow similar implementations in Europe with Virgin and Com Hem. Netflix has avidly pursued inclusion in the primary pay-TV experience, helping it become even more mainstream by eliminating the step of switching inputs to a connected device. Another benefit to Netflix is the cable operators will also integrate with Netflix's Open Connect content delivery platform.
There are many different ways to think about the deals; below are 5 of my key takeaways:
I'm pleased to present the 224th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia. This was an unusually busy week with many industry announcements, so today's format is a roundup discussion of four items that seemed most significant to us.
First up is HBO's exclusive new licensing deal with Amazon, which is the latest evidence of the surging value of high-quality content libraries. Second is Apple's reveal that it has sold 20 million Apple TVs to date, making it more than just a "hobby." Next, we turn to Netflix, which reported stellar Q1 results earlier this week. Finally, we look at Comcast's Q1 and Time Warner Cable's Q1 results. Both companies reported healthier video subscriber numbers (though Verizon reported a much smaller quarter for FiOS video subscribers). The question still looms how meaningful cord-cutting is in reality.
(Note, we had major technical issues with Skype this week, so in the last one-third of the podcast I sound like I'm in a fish tank. Apologies in advance.)
Click here to listen to the podcast (17 minutes, 46 seconds)
Ever wonder what your friends and neighbors are watching on TV right now and whether you're missing something hot? Well, cable operator Liberty Cablevision of Puerto Rico is rolling out an HTML5 app to all of its 350K subscribers there, which will allow them to view a customizable mosaic of the most-watched TV networks at any moment, with 1-click access to tune in themselves.
The "Social Content Navigator" app is a new guide concept that Liberty has created with ActiveVideo to enhance the value of cable-TV subscriptions and better compete with both satellite and OTT providers.
Pay-TV operators are in a race to stay competitive and improve their services, rolling out advanced advertising, content recommendations, improved video-on-demand services, TV Everywhere, etc. While data is the foundation for all these types of services, because pay-TV operators have had so many different silos of data, they have been unable to fully tap into them.
To address this problem, BlackArrow has announced that its BlackArrow Audience 2.0 data management platform (DMP) is now available. The platform includes Profile Manager, which enables pay-TV operators to consolidate their first-party subscriber data and third-party data in one place.
I'm pleased to present the 223rd edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia. This week we dig into the strong performance of Comcast's recently concluded 2nd annual "Watchathon" on-demand week and more broadly, how viewing behaviors on linear, on-demand and OTT are becoming intertwined.
Comcast revealed that Watchathon week drove 61 million views and 50 million hours watched, with "Game of Thrones," "The Walking Dead" and "The Good Wife" topping the list of most popular shows. Of note was the increase in live ratings for shows that were available on Watchathon. For example, Game of Thrones' season 4 premiere was up 17% in Comcast homes, "The Mindy Project" was up 83%, "Archer" was up 78%, "Parks and Recreation" was up 49%, etc.
Colin and I discuss how this appears to support the idea that allowing easy catching-up via on-demand can be an effective tactic for networks (and pay-TV operators) to drive audience to live viewing. In fact, in a prior survey Comcast did, it found that 82% of U.S. adults are binge-viewing now, with 55% saying they preferred to do so with current season programs. By enabling both, Comcast seems to be finding a sweet spot.
One other related data point we found interesting was from Rentrak, which said fully 66% of viewing of broadcast primetime programs on demand occurred after the C3 window. By Colin's calculations, that could mean for certain shows, 20% or more of total audience isn't being counted for advertisers today.
Click here to listen to the podcast (18 minutes, 27 seconds)
Signs of online video's growth and vibrancy are everywhere these days, but certain startup content providers still believe the surest road to success is by landing old school distribution (or "carriage") deals with large pay-TV operators. That was the message at last week's Senate Judiciary Committee hearing on the Comcast-Time Warner Cable merger from Jamie Bosworth, Chairman and CEO of golf lifestyle focused Back9 Network.
When asked at the hearing why Back9 Network couldn't just operate as an online video service, Bosworth said that "while online viewership is increasing, the average American still watches 20 times more video content via television and the advertising rates mirror that as well." Bosworth's issue is that because Comcast's NBC Sports group owns and distributes Golf Channel, the big cable operator has little incentive to add another golf-oriented network. Further, if the TWC merger were approved, it would stifle TV competition to a vast part of the American population.
I'm pleased to present the 220th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia. First up, we discuss the WSJ report from earlier this week that Apple and Comcast may be collaborating in some way to deliver video through a "managed service" from Comcast. Neither Colin nor I can understand why Comcast would enable anything in its territory that would be remotely competitive with its own video services, but since the WSJ was thin on details, we don't know enough yet to fully judge.
We're also dubious about the fit for Apple given the company's emphasis on global scale for its products and also its premium positioning. And we're both struck by the regulatory red flags a "managed service" would raise for Comcast, at the very time they're trying to gain approval for the TWC deal. More of my thoughts are here.
We then turn quickly to Aereo's Supreme Court filing this week. As expected, it paints the case as being about cloud services in general, not just copyright specifically. We agree it's a clever strategy that positions Aereo as pro-innovation and pro-consumer, making it harder for the Supreme Court to rule against Aereo this summer.
Click here to listen to the podcast (19 minutes, 58 seconds)