In a new survey by Leichtman Research Group, 53% of American adults agreed (selecting 8, 9 or 10 on a 1-10 scale) that they spend more time watching TV during the pandemic. Just 16% selected 1, 2 or 3 that they disagreed that they were spending more time watching TV.
LRG didn’t find significant age, income or gender differences among those agreeing. 56% of pay-TV subscribers agreed while 45% of non-subscribers agreed. The results are from an online survey fielded in April and May. Q1 also saw the worst decline in pay-TV ever, with over 2 million subscribers lost, while SVOD services like Netflix added record subscribers. Lack of live sports, budget tightening and the availability of inexpensive or free OTT services were surely primary drivers.
I’m pleased to present the 515th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia. As always, we hope our listeners are staying well.
This week Colin shares some of his thoughts about recent viewership data from Alphonso, which he believes might suggest OTT services’ lack of new original content may be leading to a decline in viewing, following the initial March surge. Colin also observes that local TV viewership appears unchanged which is likely due to the ongoing strength of local news.
Finally, we discuss YouTube Select, which is YouTube’s new initiative to gain a bigger share of TV ad dollars by expanding its range of brand safe curated content viewed on TVs.
Listen in to learn more!
Click here to listen to the podcast (21 minutes, 50 seconds)
YouTube launched “YouTube Select,” replacing and expanding its prior Google Preferred solution, which was a curated selection of top YouTube channels. In a blog post, Vishal Sharma, VP, Product Management for YouTube Ads said in a blog post that YouTube Select will also include “emerging lineups” which are “up and coming or niche channels” in categories like beauty and fashion, entertainment, technology, sport and other.
With the new program, YouTube is expanding the quantity of content it is curating and ensuring as brand safe, further targeting connected TV viewers. YouTube said it will give advertisers the option to “only serve ads on videos that have been machine classified and human-verified.” Brand safety is a critical consideration for traditional TV ad buyers who have been a target audience for Google Preferred.
My longtime podcast colleague Colin Dixon at nScreenMedia and I are trying out a format for a second podcast, which we’re calling “Behind My Thinking.” The idea is that we would ask each other a few questions about a post we each wrote recently, to get share a little more insight on why the topic was important and other takeaways - in other words, behind each of our thinking.
On this episode Colin first asks me about my post about Extreme Reach’s data showing connected TV ad impressions share has varied widely over the past few months. Then we flip to me asking Colin more about his post on why he thinks Covid-19 in an unlikely culprit for Quibi’s weak start.
I’m pleased to present the 514th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia. As always, we hope our listeners are staying well.
This week we share thoughts on the nearly 2.1 million video subscribers that large pay-TV operators lost in Q1. It was a record loss, and approximately half of it was attributable just to AT&T. Virtual pay-TV operators also had a tough first quarter. As a result linear TV networks must look to direct-to-consumer models, which is what ViacomCBS is doing with CBS All Access and Pluto. Subscriber gains have been impressive and we examine the company’s successful strategy.
Listen in to learn more!
Click here to listen to the podcast (24 minutes, 45 seconds)
Large pay-TV providers lost a total of nearly 2.1 million video subscribers in Q1, according to data compiled by Leichtman Research Group. The 2.1 million is more than double the approximately 1 million video subscriber loss sustained in Q1 ’19 and a record for the industry.
No doubt Q1 reflected ongoing challenges the industry has faced for years: high pricing relative to SVOD services, subpar linear viewing experiences interrupted by too many ads, a proliferation of connected TV devices enabling myriad competitive OTT services to be viewed on the big screen, etc. But the tail end of Q1 also saw the first impacts of Covid-19: the loss of live sports which has been a pay-TV’s firewall for years and the economic crisis that’s leading to consumer belt-tightening.
Topics: Leichtman Research Group
In challenging times for marketing, creative quality is more important than ever. Today, most advertisers (63%) are adjusting messaging to meet the moment, including increases in mission-based (+42%) and cause-related (+41%) marketing, according to a recent IAB survey.
Here are three best practices to adapt streaming creative while consumers shelter in place.
After a period of relative consistency, connected TV’s share of ad impressions has varied widely in recent months, according to Extreme Reach’s Video Benchmarks Report for Q1 ’20 and through May 11th. CTV ad impression share stayed in a tight range from 47%-51% for each quarter of 2019. But in January they dropped to 41%, in February to 35%, in March to 36% and in the first two weeks of April to 29%. However, in the period from April 15 to May 11, they rebounded to 42%.
Topics: Extreme Reach