VideoNuze Posts

  • Inside the Stream: Exclusive Interview With Antenna Co-Founder and CEO Jonathan Carson

    Antenna’s research has become a go-to source for streaming industry executives trying to understand the fast-evolving landscape. In this exclusive interview, Antenna’s Co-Founder and CEO Jonathan Carson discusses details behind the firm’s recently-released “State of the Subscriptions” report. Jonathan is an ad industry veteran with particular expertise in research and monetization, as well as a longtime friend.

    Three weeks ago Colin and I did a podcast on the publicly available report, and Antenna itself did a short webinar about it two weeks ago. But this interview explores data that hasn’t been publicly released, so listeners gain access to brand new insights and data that Antenna hasn’t previously shared.

    The interview provides a fascinating window into four drivers in streaming today: the shift to adoption of ad-supported SVOD tiers, the role of bundling, the anemic penetration of annual SVOD subscriptions and consumers’ acceptance to date of SVOD price increases. We finish up with Jonathan sharing his views of the industry going forward.

    The interview with Jonathan is a must-listen for all industry participants. Together with our interview with leading Wall Street analyst Michael Nathanson two weeks ago, they are a blockbuster doubleheader of insights, helping all of us truly understand what’s happening in the streaming industry today.

    Listen to the podcast! (51 minutes, 50 seconds)




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  • Inside the Stream: Exclusive Interview With Top Wall Street Analyst Michael Nathanson

    We’re excited to have top Wall Street media analyst Michael Nathanson join us this week. Michael and his partner Craig Moffett of MoffettNathanson are the “one-two punch” of the TV, streaming and broadband industries. Their analyses and insights are widely considered best in class. Michael is an old friend, and we’re so pleased to have him join us in this exclusive, must-listen interview.

    Among the many topics we cover: the recent decline in CTV CPMs due to Amazon’s market entry and why the new inventory will be digested, the competitive dynamics in the broader CTV/AVOD market, YouTube’s massive scale and Michael’s prediction that YouTube TV will be the pay-TV market leader in two years with 10 million subscribers, FAST’s potential, legacy media’s abysmal $30B cumulative loss on DTC services in the past 5 years, why streaming’s future will be driven by advertising and why the “unit value” of advertising is poised to soar due to AI and finally, the biggest potential surprise in the next year.

    Anyone who wants to understand what’s really happening in the TV/streaming industries will find this exclusive interview invaluable.

    Listen to the podcast now (44 minutes)




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  • Inside the Stream: Antenna Data on the Bundle’s Power, Annual Plans and More

    Antenna has released its new “State of Subscriptions” report, which is full of data and insights addressing some of the most pressing topics in the streaming industry.

    On this week’s podcast, we dig into some of the report’s key takeaways about how annual subscriptions aren’t gaining much traction with viewers, why streaming bundles are already succeeding, the surprising degree to which subscribers are accepting price increases, the ascendancy of ad-supported tiers and more.

    Listen to the podcast now (32 minutes, 16 seconds)




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  • Inside the Stream: Roku-MAGNA Interview About CTV Home Screen Research

    This week we interview Roku’s Head of Ad Marketing Jordan Rost and MAGNA’s EVP, Intelligence Solutions Kara Manatt, about their companies’ new research - "From Power On to Power Off" - about viewers’ content discovery journeys and the role of CTV Home Screen advertising. A key takeaway of the research is that almost half (44%) of streaming sessions begin with the viewer browsing, rather than knowing what they want to watch.

    That opens up a huge content discovery opportunity on the home page, which dovetails with advertisers (especially streaming services) desire to gain awareness and action. We discuss this dynamic and other findings from the research about viewers’ mindsets and receptivity to ads along with how home page ads are already being executed.

    Listen to the podcast to learn more (38 minutes, 3 seconds)

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  • Inside the Stream: Streaming is Tops on VIZIO, Max Raises Rates, Streaming TV is Loved

    New research from Inscape analyzing the viewing behavior of 23 million opted-in VIZIO smart TV owners reveals streaming’s ascendance. In Q1 ’24, fully 58% of these viewers only streamed content, up 3 percentage points since Q4 ’23. 38% watched both streaming and pay-TV (cable, satellite and OTA), and just 3% only watched pay-TV. The streaming-only group has increased from 45% in Q4 ’21. We discuss these and other key findings.

    Then we turn our attention to Max’s immediate rate increase, announced this week. Of note, only the two ad-free tiers are getting $1 per month increases, while the “Max With Ads” tier will remain $10 per month. As we discuss, this is the latest evidence of how traditionally ad-free streaming services (e.g. Netflix, Disney+, Amazon Prime Video) are incenting subscribers to take ad-supported plans - and why CTV advertising is poised to become more valuable than ever.

    Last up we review new research from the American Customer Satisfaction Index showing record-high satisfaction levels for streaming services. Neither of us are surprised, given the strength of streaming’s value proposition. This year Amazon Prime Video topped the satisfaction list, but all streamers perfumed well and were tightly clustered.

    Listen to the podcast to learn more (33 minutes, 31 seconds)




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  • Inside the Stream: Box Office Plummets, Ad Experience Matters, Netflix’s Bundling Angle

    Memorial Day weekend was a disaster for Hollywood, with approximately $128 million in box office, down 36% from 2023’s total, and the worst in decades. There are some specific reasons, such as the steep underperformance of “Furiosa: A Mad Max Saga.” But as we discuss, any poor box office performance these days must always be viewed in the context of streaming’s myriad choices for viewers. Compounding matters for the box office are streaming’s inexpensive new bundles; on last week’s podcast we noted that Xfinity subscribers in particular can now access 6 top streaming services for just $30 per month.  

    Next we return to bundling topic, in light of new research from Antenna showing subscriber loyalty to top streaming services. No surprise, Netflix has the highest loyalty, which in turn begs the question: how does Netflix benefit from participating in discounted bundles? We offer our thoughts.

    Also on our radar this week is FreeWheel’s latest research from its Viewer Experience Lab, focusing on factors that diminish the viewer’s ad-supported experience. The testing found that viewers were most bothered by slow or buffering ads (78%), ads that unnaturally interrupt the programming (71%) and “we’ll be right back” slates (33%). The research is important because as CTV advertising becomes an ever more critical revenue stream, delivering top-notch ad experiences will be essential for optimizing monetization.

    Last up, we review new research from Horowitz Research which found that of sports viewers, 58% of 18-34 year-olds and 57% of 35-49 year-olds say they’re likely or very likely to subscribe to the new Venu Sports streaming service for $35-$40 per month. While the research validates basic interest in Venu, it still feels early to accurately estimate true demand for Venu. A big looming question for Venu’s value proposition is whether TNT is able to renew its NBA package.

    Listen to the podcast to learn more (28 minutes, 29 seconds)




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  • Inside the Stream: Comcast’s New StreamSaver Bundle is Appealing to the Budget-Conscious

    Earlier this week Comcast took the wraps off StreamSaver, its new streaming bundle available for Xfinity subscribers. For $15 per month, StreamSaver bundles Peacock Premium, Netflix Standard with ads and Apple TV+. If subscribed to separately the combined total would be $25 per month, as of July 1st when Peacock Premium’s price will rise to $8 per month. That means StreamSaver provides a bundled discount of $10 per month, or 40% off the standalone rates.

    As Colin and I discuss, StreamSaver’s discount is in the same range as Disney’s Duo and Trio bundles, which fall between 35% and 44%. It also means that if Xfinity subscribers took both bundles, they would get 6 top streaming services - Netflix, Disney+, Hulu, Apple TV+, Peacock and ESPN+ for $30 per month, or an average of $5 per month per service.

    From our standpoint, all this seems really appealing, especially to budget-conscious consumers. Think for a moment about the vast selection of entertainment and sports programming across these 6 services - all for $30 per month, which is far less than it would cost to take a family of 4 to a single movie, for just 2 hours of entertainment.

    But as we also discuss, these discounted bundles need to perform their critical function of reducing churn and extending subscriber lifetime value. With so many different decisions required by viewers about what bundle (if any) to choose, it’s gong to be challenging to pinpoint causalities and correlations, making the elusive goal of streaming profitability ever more opaque.

    Listen to the podcast to learn more (27 minutes, 25 seconds)



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  • Inside the Stream: Netflix is Well-Positioned to Lead in Bundling and CTV Ads

    [UPDATED]

    Netflix revealed at its Upfront this week that it now has 40 million monthly active users on its lower-priced ad-supported tier. It’s not clear how monthly active users and subscribers relate to each other. But I think it’s probably fair to assume that closer to around 10% of Netflix’s 270 million global subscribers are now ad-tier subscribers (Colin and I will clarify this further on next week's podcast). Not too shabby since the ad tier only officially launched in November, 2022. No surprise, Netflix is also creating its own ad-tech stack with partners.

    In addition Hub Research released survey data showing that 15% of respondents cited Netflix as the brand that would most likely make them sign up for a bundle (Amazon followed with 12%, followed by AT&T with 10%).

    As Colin and I discuss, all of this nicely positions Netflix to play a lead role in the “streaming bundles” age that has already begun (note that Comcast announced a Netflix-Peacock-Apple TV+ bundle this week, pricing TBD). And with the Netflix app ubiquitously available, it could be a key “on ramp” to targeted streaming bundles, based on viewers’ demonstrated interests. Given Netflix’s newfound scale in CTV ads, a bundling play could also find Netflix with a lead role in selling/managing ads across bundled services.

    Listen to the podcast to learn more (25 minutes, 7 seconds)




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