I’m pleased to present the 497th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.
This week Colin and I share our initial impressions of Peacock, NBCU’s new streaming service. Our impressions are based on watching the investor day presentations yesterday. We break down our discussion into covering Peacock’s economics, release plan and user experience. Again these are all our first impressions and not meant to be an exhaustive analysis.
Perhaps the most interesting thing to me is that Peacock’s Premium tier viewer monetization is below its two nearest ad-supported comparables, Hulu and CBS All Access. Both charge $6 per month while Peacock is $5 per month. Peacock is also ensuring maximum ad load of just 5 minutes per hour, which it forecast would amount to $6-7 per viewer, compared to the $7-10 per viewer Hulu is currently generating.
Peacock’s pricing and financial projections remind me why I still believe Comcast should have bought the remaining 70% of Hulu it didn’t own, as I wrote in May, 2018. It feels like an even bigger missed opportunity now. It probably would have cost Comcast around $12-$14 billion to do so, a fraction of the $39 billion it paid to acquire Sky - and it would have been more strategic.
Listen in to learn more!
Click here to listen to the podcast (24 minutes, 44 seconds)
This afternoon at 4pm ET, Comcast will host an Investor Meeting to share details about NBCUniversal’s upcoming Peacock streaming service. It is a session comparable to what Disney and Apple did last year for Disney+ and Apple TV+ respectively (and what AT&T/WarnerMedia will do for HBO Max). So we all get to learn all the official information about Peacock: pricing, availability, content, overall strategy/fit with existing businesses, marketing, etc.
Following the format of other investor days, we will hear from senior NBCU and Peacock executives, and likely someone from Comcast. Matt Strauss, an old friend of mine, who was moved over from Comcast to become Chairman of Peacock and NBCUniversal Digital Enterprises late last year, will no doubt be the maestro of this afternoon’s session. All the dribs and drabs of information that have been shared by the company previously will be reconciled with all of the rumors and speculation that have gurgled up from around the web.
There was nothing surprising when I read last week’s coverage of FX CEO John Landgraf’s tally of original productions in 2019. According to Landgraf, the number of original dramas, comedies and limited series across all SVOD and TV networks in the U.S. reached a new high of 532 (approximately what he previously predicted). That was up from 495 in 2018, 487 in 2017 and just 182 in the pre-SVOD days of 2002.
This dynamic, which Landgraf has dubbed “Peak TV,” is leading many, if not most, ad-supported entertainment-oriented cable TV networks onto a road to nowhere if their goal is to remain ad-supported entertainment-oriented cable TV networks in the long-term. What is far more likely is that being this type of network will become unviable and so they’ll morph into studios that provide premium original and library content, mostly for bigger platforms (e.g. Amazon, Netflix, Apple, Hulu, etc.) and sometimes for their parent companies’ direct-to-consumer OTT services.
Early bird discounted registration is now open for VideoNuze’s Connected TV Advertising Summit on Thursday, June 11th at the Westin Times Square in NYC. Early registrants save $100 per ticket. Further discounts are available for students, startups and media partners (to be announced soon). 5-pack and 10-pack tickets are also available at further discounts.
VideoNuze’s 2020 Connected TV Advertising Summit will be the number one event for executives from brands, agencies, content providers, technology companies and other stakeholders seeking a deep-dive day of learning and networking focused on CTV advertising.
Connected TVs (CTVs*) are already used by more than three-quarters of U.S. households. eMarketer has forecast that CTV ad spending will more than double to $14 billion by 2023, a forecast that could prove conservative given the confluence of cord-cutting, ad-supported OTT services launching (e.g. Peacock, HBO Max, etc) and aggressive pricing for CTVs by leaders like Amazon and Roku.
CTV advertising has enormous potential because it combines the best of traditional TV advertising’s attributes while also offering the targeting, measurement and interactive capabilities of digital advertising.
Thousands of industry executives have attended VideoNuze events, which have been supported by dozens of industry-leading companies over the past 15 years.
If the future of your business is tied to the growth and success of CTV advertising, then the Summit is a must-attend event.
To learn more about sponsorship opportunities please contact Will Richmond.
LEARN MORE AND REGISTER NOW!
*Connected TV (CTV) refers to any TV that is connected to the Internet and can play OTT video content/ads and also display graphical ads. CTVs have the capability to return user data to device manufacturers, content providers and ad buyers. CTVs support secure transactions such as subscriptions and e-commerce.
Examples of CTVs are smart TVs as well as TVs that are connected to the Internet via streaming media players/sticks (e.g. Roku, Fire TV), gaming consoles (e.g. PlayStation, Wii), DVRs, pay-TV operators’ IP set-top boxes (e.g. X1) and other devices.