There's no doubt connected TV devices will be one of the hottest gifts this holiday season, as online video continues to evolve from an early adopter desktop behavior to a mainstream living room experience. But even the prices of connected TV devices plunge and consumers' enthusiasm builds, the space continues to be marked by the drip, drip, drip inefficient process of one-off additions of video apps to specific connected TV devices.
In fact, if you follow the market closely, you'll notice that seemingly each week there are a handful of announcements regarding a specific video app (or group of them) becoming available on a certain connected TV device(s). For example, in last week's news, Amazon Instant Video became available on TiVo Roamio/Mini devices, and HBO Go became available on Xbox One.
According to a recent study by Nielsen, 15% of viewers said they enjoyed watching television more when social media was involved. By now, we know that consumers are using these screens to browse the web, talk on social networks about what they're watching or access complementary content that enhances their experience. So what new and different opportunities does this activity create for pay-TV operators and programmers to leverage the second screen for increased tune-in, engagement and ad revenues?
I'm pleased to present the 248th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
Amazon introduced a new connected TV device this week called the Fire TV Stick, priced at $39 ($19 for Amazon Prime members). We discuss where Fire TV Stick fits in the market - will it cannibalize sales of Chromecast and Roku Streaming Stick? Or, as Colin sees things, will it instead cannibalize its sibling the Fire TV, which is priced at $99?
Next, we turn to YouTube's potential ad-free subscription service, which the company's CEO Susan Wojcicki teased earlier this week. We dig into YouTube's subscription prospects and its challenges. Together with HBO OTT, CBS All Access plus Vimeo and Starz (both of which also announced subscription plans this week), there's been a huge surge of interest in subscriptions, with more likely to come.
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I'm pleased to present the 247th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
This week we talk about so-called "hybrid set-top boxes" and why we believe they're poised to play a critical role in the video ecosystem, especially for pay-TV operators. A hybrid STB can handle both traditional linear TV feeds and also broadband/IP/apps. Comcast's X1 is a great example, as are TiVo's boxes. Another technology approach which creates the same capability is from ActiveVideo Networks.
Colin and I both like hybrid STBs because they give the operator the ability to blend pay-TV/VOD/DVR with OTT. One prime opportunity of this that I see is for Netflix to be included in Comcast's X1, as I explained earlier this week. Just to give one example of how compelling these integrations can be, Colin cites the example of UPC Hungary, which integrated the YouTube app. Within a few months, 72% of its subscribers have used YouTube, averaging 45 minutes per session.
Colin notes the big win for subscribers here is convenience - it's just easier for people to use one device to access everything. We share additional thoughts on why we think hybrid STBs are beneficial and will become a big trend going forward.
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Underscoring the dramatic shifts occurring in millennials' TV viewing behavior, a new survey from comScore has found that millennials (18-34 year-olds) now use digital platforms for 1/3 of the time they watch original TV programs. That's double the 16% of time 35-54 year-olds spend using digital platforms for TV program viewing, and triple the 10% of time for those over 55 years-old.
For all 3 age groups, computers were the preferred digital platform by a significant margin - 19% for millennials, 10% for 35-54 year-olds and 6% for 55+. Smartphones and tablets trailed in single digits for all 3 groups. Just 55% of millennials said they "typically" watch TV programs on traditional TV, vs. 70% for 35-54 year-olds and 83% for 55+.
Roku has announced that it has sold over 10 million of its players in the U.S. cumulatively since it shipped its first one in 2008. Roku last reported sales of 8 million units in January '14, which means the company has sold approximately 2 million units year-to-date (Roku has previously said it sold around 3 million units for all of 2013).
Roku was an early entrant in what has developed into an intensely competitive connected TV space. Apple, whose Apple TV device was famously referred to as a "hobby" by the company (though no longer) has over 20 million users. Google hasn't released any numbers for Chromecast yet, but undoubtedly its sales are well into the millions also (Google is also launching Android TV). And Amazon launched Fire TV this past spring.
I'm pleased to present the 241st edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
This week Colin and I debate Apple's priorities, as the company has chosen a major push into the smart watch category instead of pursuing smart TVs and more robust connected TV devices.
Earlier this week I wrote how I find it confounding that Apple hasn't been more proactive about staking a claim in the digital living room, even as Roku, TiVo, Google, Amazon and many others have. To me, it's a big missed opportunity for Apple that the company hasn't laid down as big a bet on the digital living room as it now has on watches.
Conversely, Colin thinks Apple has its priorities right. He articulates numerous reasons why the watch play is savvy and why Apple hasn't yet pursued the living room more aggressively. It's a solid debate with no clear right or wrong answers. Listen in and let us know what you think!
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Yesterday Apple launched two new iPhones, a payment system and a smart watch. But one thing it didn't launch was an actual Apple smart TV, or an upgraded version of its existing hockey puck Apple TV device.
Of course, given the pre-event rumorathon, nobody really expected anything on the TV front yesterday. Whereas just a couple of years ago an Apple smart TV in particular was seen as inevitable - and just around the corner - talk of it has now virtually evaporated. While online video adoption has continued to surge, spurring a range of companies to stake claims in the digital living room, Apple has been silent, not even hinting that a bigger play in the living room is on its strategic roadmap. In my opinion that's a big missed opportunity.
Time Inc. is further bolstering its online video efforts, unveiling a new weekly program called "Sports Illustrated," available exclusively through its partner Net2TV's Portico TV service.
Like other recently-launched Time programs that are part of a broader deal with Portico TV (including "The Week in TIME," "PEOPLE This Week," "Cooking Light," "Southern Living," and "Inside Golf Magazine"), Sports Illustrated curates previously-released, shorter-form videos into a full-length program professionally hosted by one of the respective magazine's personalities.
Over the last several years, the TV landscape has changed at an almost frenetic pace. Everything from the shows we watch to the devices we watch them on looks different than it did just a decade ago. More and more of us own TVs that facilitate choosing from an unprecedented amount of content that we can watch on our terms. In fact, a recent study revealed that the number of American households with Internet-enabled TVs has doubled in just the past four years, from 24 percent to 49 percent.
Connected TVs, however, are just one of a deluge of new products and services that are quickly shaping consumer behavior and bringing about massive change. So much in fact, that the TV viewer of the future will look very different than she does today. She’ll be savvier and more discerning than her contemporary counterpart… and she’ll need to be, in order to navigate the labyrinth of options available to her. Read on for four predictions on what she’ll look like.
I'm pleased to present the 239th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
Today we dig deeper into FreeWheel's Q2 '14 Video Monetization Report. Yesterday I briefly highlighted the data around TV Everywhere, and first we discuss that, with Colin adding data from other sources that tempers the picture a bit.
We're also both intrigued by the lengthening ad loads FreeWheel found and discuss viewers' tolerance levels for more ads. Finally we examine the distribution of viewing devices FreeWheel found, including a comparison to distribution in the UK and other data Colin shares.
Once again the report can be downloaded here.
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As devices continue to proliferate, reaching viewers across multiple screens is becoming an imperative for advertisers. At the recent Video Ad Summit, one of our sessions focused on how advertisers are beginning to do this and what challenges remain. Participants included Larry Adams (Mindshare), Josh Chasin (comScore), Rob Holmes (Comcast), Chuck Parker (Brightcove), Katie Seitz (Tremor), with moderator Jeff Lanctot (Mixpo).
A new survey by rich media ad provider Jivox has found that 75% of advertisers are running multi-screen ad campaigns, with 83% of the remainder planning to do so in 2014. The top reason for not currently running multi-screen campaigns, cited by 51% of respondents, was lack of technology. The survey included 130 executives at leading ad agencies.
Microsoft will close down its Xbox Entertainment Studios (XES) as part of a broader, 18,000 employee headcount reduction it has announced. I, for one, am not surprised by this outcome. A year-and-a-half ago, at the D: Dive Into Media conference, I watched an interview with Nancy Tellem, head of XES (and former head of CBS Entertainment) and Yusuf Mehdi, Xbox's chief marketing and strategy officer, that left me wondering whether the company really understood what role it wanted original programming to play or how it would be differentiated.
Basic questions on whether originals would be included in the current subscription service or cost extra, whether they would be ad-free or ad-supported, exclusive to Xbox or available elsewhere and more were essentially left unanswered, creating a very unfocused vibe. But, since it was still relatively early days for XES, I was inclined to cut them some slack.
Watching online video on connected TVs is now completely mainstream, as evidenced by Hulu noting that 62% of its views are on connected TVs. This powerful trend makes delivering immersive HTML5 video ad experiences to connected TVs and pay-TV set-top boxes an imperative for advertisers to accomplish their reach and frequency goals.
At the recent Video Ad Summit, Active Video demo'd how they're solving this problem, by rendering ads in the cloud and then delivering them - with full interactivity - to any type of set-top box. In the demo, ads from American Express and L'Oreal illustrate how it works. The Active Video presentation followed one by Quiznos, showcasing their "Toasty.TV" campaign, which would be a perfect fit for a living room experience.
More evidence this morning about mobile video's surging adoption: in its Q1 2014 Global Video Index, Ooyala found that 21.5% of all online video views occurred on mobile phones and tablets, up from just 3.4% in Q1 2012. In addition, in Ooyala's prior Q4 2013 report, it predicted that by end of 2015, 37% of all video viewing will be on mobile devices, and by the end of 2016 it would be up to half.
Qplay, an app which organizes short online videos into longer-form personalized experiences (dubbed "Qs"), announced today that it now supports Chromecast and that it has introduced two new features, Party Qs and hashtags. Qplay was founded in August, 2012 by Mike Ramsay and Jim Barton, founders of TiVo.
With Chromecast, Qplay now gives users who want to watch Qs on their TVs the ability to do so without having to buy the $49 Qplay TV Adapter. Leveraging Chromecast's broad popularity is a smart move by Qplay to reduce the barrier to users accessing the service on their TVs. This is a key company objective as it seeks to transform online video into more of a living room type experience.
I'm pleased to present the 231st edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
This week we explore the concept of the "appification of TV," which means accessing TV programming and experiences via apps on a set-top box or connected TV device vs. through a typical linear or even on-demand/DVR model. Of course apps are already hugely popular on tablets and smartphones, but not nearly so on TV, as they require either a connected TV device or a set-top box that can run apps.
In the latter category is Comcast's new X1, which the company is aggressively rolling out and which currently has a limited assortment of apps available (back in February I shared a video demo of how the NBC Olympics "Live Extra" app works on X1). This week Colin saw a demo of another example - CNNx - a recently announced app from CNN, which we use as a jumping off point for our discussion.
As we discuss, the appification of TV raises a slew of questions, including whether it's a net positive for the broadcast/cable network, the pay-TV operator and the viewer. Colin believes that competitive pressure from online providers will spur the appification process forward, though I think caution will be the watchword particularly given uncertainties around monetizing apps on TV. We raise more questions than we have answers around this provocative topic, but it's all great food for thought.
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Here's a new measure of how deeply online video viewing, and Netflix in particular, have penetrated the living room: 49% of all U.S. households now have at least one TV connected to the Internet, slightly over double the 24% level from 2010. For Netflix, 49% of its subscribers report watching online video on their connected TV weekly vs. 8% weekly use among all non-Netflix subscribers. 78% of Netflix streaming subscribers watch Netflix on a connected TV.
TVs are connected either through game consoles, Blu-ray players, Smart TVs or devices like Roku, Apple TV, Chromecast, etc. The data is according to the 8th annual Leichtman Research Group's Emerging Video Services study.
Connected TV is still in its adolescence as an advertising channel, but a survey conducted this month by video ad solution provider Mixpo suggests that's all about to change. Mixpo surveyed 130 media buyers and planners and found very strong interest in including connected TV on media plans - and soon. Some are taking action now, trying to get out in front of a rapidly maturing channel.
"Connected TV" (sometimes referred to as "Smart TV") is essentially internet content brought to the "big screen in the living room." The Mixpo survey defined it as programming, including video advertisements, streamed through OTT devices connected to the internet (Roku, Apple TV, Xbox, Amazon Fire).